The global wine industry is bracing for 2026 with a mix of caution and optimism, according to the recent ProWein Business Report from Geisenheim University. A survey involving over 1,000 industry professionals across more than 30 countries reveals that while challenges persist, there is a collective determination to foster growth, albeit modestly. This report sets the stage for the upcoming ProWein Düsseldorf, one of the premier wine trade fairs, taking place from March 15-17.
Among the key findings, a staggering 75% of respondents identified rising costs as their foremost concern. This was followed closely by 67% citing reduced consumer spending power and 59% noting declining consumption due to health trends. Regulatory pressures in alcohol marketing and sales were a notable concern for 57% of those surveyed. Additionally, the ongoing global economic downturn and shifting consumer preferences towards alternative beverages were highlighted as threats by 52% of participants.
The report also reflects on a challenging 2025, where most operators reported a decline in wine consumption. Notably, 57% of small wineries and 63% of cooperatives experienced decreases. On a brighter note, 66% of restaurants reported stable volumes, although only 9% experienced growth.
Looking ahead, white wines are predicted to lead the market, favored by 69% of producers. Other categories such as zero-alcohol wines and low-alcohol wines are also seen as having significant potential.
Source: Vinetur