The German wine industry is at a fascinating crossroads. With a long history of winemaking tradition, it now faces new challenges and opportunities driven by shifting consumer preferences, sustainability demands, and a growing appetite for premium yet accessible wines. How are producers adapting to these changes, and what does the future hold for German wine on the global stage?
One event that continues to shape these discussions is ProWein, one of the world’s leading trade fairs for wine and spirits. More than just a showcase for products, it serves as a pulse check on industry trends, bringing together producers, buyers, and educators to exchange insights and forge new connections.
To explore the state of the German wine industry today and the role of education in its evolution, we spoke with Peter Schmitz, Director of ProWein. He shares his thoughts on market trends, the importance of knowledge-sharing, and what’s next for German wine.
What are some unique challenges and opportunities in the German wine industry today?
The wine industry is at a critical crossroads. While the worst effects of rising costs for producers in Germany and many other countries appear to have been overcome, producers and the wine trade now face the challenge of adapting to rapidly changing consumer preferences.
The development of new products and innovative communication strategies will be key to ensuring that wine remains competitive with other beverages. Communicating the benefits of premium products to today's consumers and the next generation is critical to the sector's value creation. These are some of the main findings of our annual ProWein Business Report, produced in collaboration with Geisenheim University.
What is ProWein doing to help the German wine industry grow and develop?
ProWein supports the growth and development of the German wine industry by providing the ideal platform for export business. We attract buyers from all over the world who show great interest in German wines. More than 50% of visitors are interested in German wines. Trade visitors from Europe are particularly well represented, including countries such as the UK, the Netherlands, Scandinavia, France and Italy. Buyers from North America are also very interested. In addition, the presence of visitors from Asia is growing as these markets show increasing interest in quality German wine. Buyers from Australia, New Zealand and South America, particularly Brazil, complete the international spectrum.
The broad spectrum of visitors underlines the global orientation of ProWein and its role as a key platform for international trade in German wine. By presenting German wineries and their products on a global stage, ProWein enables winemakers to tap into new markets, expand their networks and build long-term business relationships. This international reach and targeted interest in German wine is key to increasing awareness and demand for German wines worldwide.
Peter Schmitz
What trends are you seeing in the German wine market, and how are producers adapting?
The German wine market is showing a clear trend towards sustainable viticulture and organic wines. Consumers are increasingly valuing environmentally friendly production and regionality. Furthermore, demand for high quality but affordable wines is on the rise, especially among younger buyers. However, non-alcoholic and low-percentage wine alternatives are also gaining popularity.
Why do you think education is so important in the drinks industry?
Education is vital in the beverage industry, helping both professionals and consumers to increase their knowledge of products, production methods, quality and trends. An informed market can make more informed decisions, leading to a greater appreciation of quality products and, ultimately, stronger demand. Take China, for example. The country is an excellent example of how education drives the development of a consumer market. Wine culture in China has developed significantly in recent years, thanks in no small part to educational initiatives.
Education, wine tastings, and trade fairs have helped to increase the understanding of wine, especially premium products. As a result, Chinese consumers are not only consuming more wine, but are also increasingly differentiating by quality and origin. Education has thus played a key role in transforming a relatively new wine market into a sophisticated and appreciative consumer market.
Education is vital in the beverage industry, helping both professionals and consumers to increase their knowledge of products, production methods, quality and trends.
How has the focus on education at ProWein changed over the years?
We have placed a strong focus on the education sector from the outset. ProWein is accompanied by an extensive supporting programme. In addition, there is our large Masterclass Forum, which offers many high-calibre tastings. There are also numerous special tastings, such as those held by the Union des Grands Crus de Bordeaux, the Champagne Lounge and the organic sector. New this year is the Business Forum, where current industry trends will be addressed and discussed.
How do you see WSET’s role in the German wine industry?
WSET is recognised worldwide as the international standard in drinks education. In Germany, WSET helps the industry to strengthen its position in the international marketplace. WSET is a strong brand that, through its broad base, not only provides a solid foundation for professionals and acts as a seal of quality but also appeals to many wine lovers.
A WSET classroom
What advice would you give to young professionals looking to advance their careers in the drinks industry?
Attend ProWein! There are many opportunities here to gather information and network with the whole world of wines and spirits. Take advantage of our additional offers such as our annual ProWein Business Report, the Spirits Report, Business Talks and our new matchmaking tool FairMatch.
What are you most looking forward to at this year's event in March?
There are so many things we are looking forward to: our special shows, such as ProWein Zero, urban gastronomy with a focus on food pairing, the concept store, the new Business Forum, and our spirits area ProSpirits. But it is the contact with people that makes us most excited. That feeling of welcoming the whole world as our guest. The many thousands of exhibitors and visitors come to us from the most important import markets, and they all have high expectations of ProWein.
