Four pillars, one view
Agora highlights the four key topics of the industry:
#NewMarkets
In three 1-hour sessions global trends will be analysed: which markets will grow over the next years? How can growth be secured on saturated markets? And which categories are developing well despite difficult operating conditions? In a nutshell – where do investments pay off?
This will be discussed amongst others by Laurence Whyatt (Barclays Bank) and Ian Anderson Ford (Nimbility), who will analyse new and already established markets. Spiros Malandrakis (Euromonitor International) and Irem Eren, DipWSET will take a look at RTDs and NoLo-wines as categories that defy the downswing.
#NewConsumers
Changes on the demand side will be centrestage at #NewConsumers. Altered consumer behaviour, GenZ’s changed values and an increasingly heated health debate all influence shoppers’ behaviour. Experiences become more important, wine tourism creates sales. How does this impact assortment, pricing and communication?
Alisa Selezneva (Innova Market Insights) will analyse successful innovations and trends. Kaleigh Theriault (NielsenIQ) will take a look at GenX, which is the generation currently generating the highest revenue.
#NewTechnology
This stream will highlight the role of data, platforms and digital tools in wine and spirits merchandising. AI-assisted recommendations, new sales channels or social-commerce mechanics are discussed from a strategic perspective – with a view to their relevance for sales, visibility and brand building.
Morten Hueing (Vivino) will address AI in referral marketing, Giorgio Benaglia (Amazon) will flag up new opportunities in e-commerce and Charlotte Read (NZ Winegrowers) will show how Sauvignon Blanc conquered the Chinese market with the help of social media.
#NewProducts
The thematic stream #NewProducts will put innovations to the test. Which product concepts offer true potential? How can fine wine re-pitch itself? And why do lifestyle-oriented products currently garner particular attention? The aim is to place trends in context beyond short-term fashions.
Featuring keynotes by Theis Søndergaard (Dry Boots) and Malwine Steinbock (Food Republik).
#Futurist: the daily glimpse into the future
At noon of each trade fair day, renowned figures of the industry and related disciplines will share a condensed outlook on the developments that will change the business in the long term. 30-minute talks will deal with strategic re-thinking, trends and growth where it matters: at the Point of Sale and in the moment of choice.
As futurists, speakers Kevin Gaskell (The Business Fixer), Alex Becket (Mintel) and Theresa Schleicher (Retail Trend Researcher) will dare to take a look beyond their own backyard.
#WineVisions
With #WeinVisions the day’s agenda will draw to a close in a loungy atmosphere. Amongst others, André Hueston Mack, well-known sommelier & winemaker, will raise the question of why the industry slang is largely no longer received well by today’s consumers (“Marketing with Attitude. How to Reach New Consumers”).
“By launching ProWein Agora, ProWein takes a leadership role,” says Frank Schindler, Director ProWein. “Here, it is about the forces that change the market and about the key challenges the industry is faced with. Jointly with Dr. Anja Zimmer and Alexandra Wrann of A2 Wine & Things, we succeeded in putting together a 3-day world-class programme, which we will also make available online after ProWein.”
The next ProWein Düsseldorf and the debut of ProWein Agora will take place from 15 to 17 March 2026. The programme of ProWein Agora is available online at: www.prowein.de/Programm
No registrations needed – first come, first served.
