The global wine sector is entering 2026 with a cautious outlook, as revealed in the latest ProWein Business Report from Geisenheim University. Despite facing ongoing challenges, producers and traders are optimistic about initiating a new phase of growth, albeit modest. This report, based on a survey of over 1,000 industry professionals from more than 30 countries conducted in late 2025, outlines the hurdles and prospects that the sector must navigate ahead of the upcoming ProWein Düsseldorf trade fair scheduled for March 15-17.
According to the findings, 75% of businesses identified rising costs as their top concern, followed by 67% citing reduced consumer spending power and 59% noting declining consumption due to health trends. Additionally, 57% of respondents expressed worries about stricter regulations on alcohol marketing and sales. The report also highlights that 52% view the global economic downturn as a significant threat, alongside changing consumer preferences towards alternative beverages.
Looking ahead, the report indicates that white wines are expected to perform best in 2026 and 2027, with 69% of producers and 64% of trade professionals favoring this category. Other promising segments include zero-alcohol wines (54%), low-alcohol wines (49%), and sparkling wines (48%). However, confidence in red wines remains low, with only 13% of producers anticipating strong performance.
As the industry adapts to these challenges, the focus will be on innovative approaches to maintain consumer interest and navigate the evolving market landscape.
Source: Vinetur