The 2021 ProWein Business Report marks the fifth anniversary of the successful cooperation between Hochschule Geisenheim University and ProWein, the world’s leading trade fair for wines and spirits. Every year since 2017, Prof. Dr. Simone Loose, Head of the Department of Wine and Beverage Business, polls experts representing the entire wine supply chain and publishes the result in the annual ProWein Business Report. The report is commissioned by ProWein and aims to assess current industry challenges. “The ProWein Business Report has become the most comprehensive analysis of trends and challenges in the global wine industry,” says Prof. Dr. Simone Loose.

Altogether around 3,000 experts from 45 countries took part in the survey, including wine producers, exporters, importers, specialist wine dealers and representatives from the food and hotel industry. “With ProWein as the world’s number one trade fair of the wine industry, we have access to the most important players of the global wine industry which is an exclusive opportunity to assess views and statements on current industry topics on an international scale,” explains Loose.

The 2021 ProWein Business Report focuses on the significance of sustainability in the wine industry: Does the pandemic have an effect on the role of sustainability and which actions have been taken by the wine sector to become sustainable? It is the first international study comprising industry views on the current and future significance of organic and sustainably certified wine growing. As part of the report, the authors explore how sustainability can be most effectively communicated to consumers.

“The very high response rate demonstrates the importance of sustainability for the wine industry,” stresses Prof. Dr. Simone Loose, Head of the Department of Wine and Beverage Business at Hochschule Geisenheim University. “The sector is faced with the challenge of adapting to climate change while becoming greener and more sustainable. At the same time, the industry has to get this message across to their customers. This will only be possible if the industry joins forces and wine producers and dealers as well as the restaurant and hotel industry deliver on their commitment to sustainability and chose a credible communication strategy.”

Hochschule Geisenheim University and ProWein will jointly monitor these developments – both partners are looking forward to continuing their cooperation over the next years.  

The 2021 ProWein Business Report and previous reports are available at: www.hs-geisenheim.de/prowein-business-report