PROWEIN BUSINESS REPORT 2022

Commissioned by ProWein, Geisenheim University polled experts from throughout the world across the entire value chain of the wine industry in late 2022, for the sixth time now. Participants include wine producers from the most important wine-growing countries in the Old and New World, exporters, importers, specialist wine merchants as well as representatives from the food service/hospitality and hotel industries. The Report follows on from ProWein’s unique, regular barometer of public opinion for the international wine industry produced since 2017 and assesses the significance of the challenges facing the industry during the current economic crisis.

“This year again almost 2,500 international experts from 47 countries have shared their insider knowledge,” says Prof. Simone Loose, Head of the Institute for Wine and Beverage Business at Geisenheim University, underlining the special relevance of this global industry barometer. “The industry faces major challenges caused by rising costs and disrupted supply chains. What’s interesting here is that industry leaders are proactively responding to the economic crisis by tapping into new markets with their products and innovatively reacting to traders’ and consumers’ needs.” This includes alternative wine packaging and low or no-alcohol wines.

Like in the previous year, rising costs and disruptions to supply chains rank top of the list of threats and challenges for the wine industry here. However, the degree to which the industry is affected has clearly increased. In addition, the economic slowdown threatens to reduce wine sales.

The industry entered 2022 with positive expectations. Producers and traders hoped for a recovery from the negative impact of Covid-19. These hopes were not or only partially fulfilled. In general, the industry is cautious about the future.