September 6th, 2020
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 The wine industry is definitely engaged in sustainability. The emerging interest in sustainability is confirmed by a growing body of academic literature as well as by the rise of new academic journals and scientific communities. Also, the industry has shown an involvement in sustainability in general; people in the wine industry wonder about the effectiveness of sustainable practices and under what conditions it pays to be oriented towards sustainability. Talking about sustainability opens up a multitude of research issues, especially in wine, where being sustainable is often misunderstood with being organic or biodynamic.

In the short term, companies see the impact of restrictive health policies, some of which have high tax rates and minimum prices, on wine and alcohol as the greatest challenge in the wine industry. The deterioration of the global economic situation and increasing trade barriers are classified as the second biggest challenge. The effects of an unregulated Brexit, competition with other alcoholic beverages and the deregulated sale of cannabis are considered to be comparatively minor.

The extent to which climate change has made itself felt in the past five years differs depending on the position in the value chain. Nine out of ten wine producers have already felt the effects of climate change, while retailers only had six out of ten. The wine producers most affected are usually the least able to avoid the effects of climate change by being economically linked to their land.

In the past five years, the greatest effects have been seen in the field of viticulture. More than half of the grape producers had lower yields due to extreme weather events such as late frost, heavy rain, hail or drought stress on the vines. As a result of these extreme events, the volatility of the harvest quantities has increased significantly; at the same time, this volatility has led to strong price fluctuations on the raw materials market. Existing yield regulations mean that the reduced harvests of a year can only be compensated to a limited extent by higher subsequent harvests. Almost every second grape producer had to change their business processes due to shorter harvest time frames and create larger acceptance capacities.

Over the past five years, there have been economic winners (23%) and losers (35%) from climate change. For the next ten years, cooperatives (53%) and wineries (44%) in particular expect their economy to decline sharply or very sharply due to climate change. A decline in profitability prevents the ability to increase adaptability to climate change through investments.
In the future, retailers and exporters, in particular, expect a sharp increase in the volatility in the prices and availability of wine, which has so far been partially offset by the wineries. By 2030, half to two thirds of the actors assume increasing risks, which will result in new forms of cooperation with the producers but also in lower profitability.

Traders are already observing changes in consumer behavior due to climate change. In hot summers, for example, wine consumption drops and the demand for heavy red wines decreases. In the future, too, retailers expect increasing demand for other wines (63%) and other beverages (47%). This is exactly the opposite development between production and demand. Climate change leads to the production of heavier, more alcohol-rich wines and at the same time leads consumers to demand increasingly lighter and more refreshing wines. More than half of the dealers (57%) therefore demand that producers use new oenological processes in order to be able to produce the existing wine profiles despite climate change.

86% of stakeholders agree that the wine industry should focus more on sustainable production. Approval is highest among dealers in Scandinavia (96%) and Southern Europe (93%). Three quarters see a necessary contribution from the wine industry in reducing their carbon footprint. The approval for this is highest in Italy (81%) and lowest in Germany (65%).

ProWein is the world’s leading trade fair for wine and spirits, the largest industry get-together for specialists in cultivation, production, gastronomy and trade. Every year, exhibitors and visitors come to Düsseldorf for three days of concentrated business.

Over the past 25 years, ProWein – with its more than 90,000 visitors worldwide – has become the most important market place for wines, spirits and craft drinks. Apart from the traditional markets, new and dynamic sales regions are emerging. You can book your “Ticket To The World” for your company’s success today in Düsseldorf, Shanghai, Singapore and Hong Kong.

Düsseldorf lies in the heart of Europe, where more than half of the world’s wine is consumed. The city becomes the epicentre of the entire industry every year in March, when ProWein brings together all of the trends and innovations in one place. China, the fast-growing next big wine country, sets standards in the region with ProWine China in Shanghai. The Chinese wine market stimulates the industry beyond its borders and is on the threshold of even bigger developments. ProWine Asia, on the other hand presents itself in Asia, spanning across trading centres in Hong Kong and Singapore annually.

The ProWein trade fair thrives on its comprehensive range of products and solutions – and its visitors who turn this into success for their business. It’s where you get to talk directly with professionals from the industry, particulary with managers who make the purchasing decisions. This concentrated decision-making competency opens doors for successful deals.

For the big importing nations such as the USA, UK, Scandinavia, the Benelux countries and Germany, ProWein is traditionally the most important trading centre. This development is continuing in the global growth markets. Every fifth trade visitor comes from Eastern Europe or Asia.

For 25 years, ProWein has been convincing with its unique trade visitor concept and unbeatable variety of products and has consistently developed from a small wine fair to the international No. 1 in the wine and spirits industry.

At no other trade fair venue are the interests of the market players as broadly based as at ProWein. Trade visitors come from all relevant sectors, from small top restaurateurs through to wholesale importers. It’s where exhibitors have the ideal opportunity to find the perfect buyer for their own portfolio.

Some 61,500 trade visitors looking for around 6,900 exhibitors: impossible without a system. ProWein makes things easy for visitors, from the smooth connection to all means of transport through to the perfectly organised layout of the halls. The circular arrangement makes for better guidance and ensures that you can be found easily by your customers.

Craft beverages are the latest trend. This has been wholeheartedly confirmed by ProWein 2019. More than 100 international suppliers of craft spirits, craft beer and cider profited from the huge appeal of the world’s biggest trade fair for wines and spirits over three days. Integrated in ProWein, but in its own hall, the exhibitors at same but different reported first-class business contacts from the trade and the restaurant sector.

After the ceremonial opening of ProWein 2019 by Federal Minister of Agriculture Julia Klöckner, ProWein started three successful trade fair days from March 17 to 19 and once again underpinned its position as the leading trade fair for the international industry. 

ProWein 2019 saw another increase in visitors. The high proportion of visitors with decision-making competence again set standards: more than 80 percent are involved in purchasing decisions. 

The trend show offered a unique stage for over 100 selected suppliers of craft spirits, craft beer and cider and not only attracted the scene gastronomy, but also a large part of the regular ProWein visitors. Extraordinary cocktail creations by trendsetters of the bar scene completed the unique concept as part of the special show in Hall 7.0.

Everyone is talking about craft drinks: handmade drinks are the trend. ProWein 2019 in Düsseldorf has fully confirmed this. For three days, over 100 international suppliers of craft spirits, craft beer and cider benefited from the immensely high attraction of the world’s most important trade fair for the wine and spirits market.

Integrated into ProWein, but in its own hall, the exhibitors from same but different recorded first-class business contacts from trade and gastronomy. Make full use of the strong potential of ProWein and contact the Who’s Who of the bar and beverage industry with great ease.



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