PROWEIN BUSINESS REPORT 2021

Commissioned by ProWein - the leading trade fair for the international wine and spirits industry - late 2021 saw Geisenheim University survey experts representing the entire wine supply chain from 48 countries for the fifth time now. Following the sharp downturn in the wine trade caused by Covid, the industry has recovered significantly and is looking positively to the future.

The report examines whether the importance of sustainability has changed during the pandemic and what specific sustainability

measures the wine sector has already implemented. According to Prof. Simone Loose, Head of the Department of Wine and Beverage Business Research at Geisenheim University, "the industry faces a trifold challenge. It has to adapt to climate change, become sustainable and convince customers of this in a credible way. This will only be possible if the industry joins forces and when the whole chain of wine producers, wine trade and gastronomy credibly act and communicate sustainability."

The wine sector is doing better in 2021 than in the previous year 2020. International wine trade has recovered significantly, and the industry is optimistic about the post-Covid-19 period.

Supply chain congestion and price increase are acutely the main challenges for the whole industry. Beyond that, players differ in the challenges they face. Hotels and restaurants, as well as specialty wine retailers, are still suffering from Covid-19 sales restrictions. Climate change and stronger environmental regulations paired with concurrent lower profitability face wine producers with major challenges.