The day before ProWein, leading figures from the global wine industry will gather in Düsseldorf for Meininger’s Wine Conference. They will network, exchange insights, and attend keynote presentations from top international experts addressing the most pressing industry topics.
Where is the Wine Market Heading?
The conference will open with Robert Joseph, who will outline the current challenges facing the wine industry and explore the key factors shaping its future. Following this, Prof. Dr. Simone Loose from Hochschule Geisenheim University will present data-driven insights on whether and how emerging markets can offset declining sales in traditional wine markets.
One of these emerging markets—or rather, a continent full of them—will be explored in detail by Dr. Christian Lindfeld, founder of Africa Ventures Advisory. The African market for wines and spirits is still a white spot for many producers and in many cases receives little attention from the major producer nations. While South Africa is the only African country with significant wine production, most other nations on the continent are primarily wine importers. This offers new opportunities.
Before the first networking break, Bourcard Nesin, Vice President of Market Research at Rabobank, will present the latest market data on global wine trends. Through four case studies, he will highlight brands that are pushing back and finding innovative ways to thrive in one of the most challenging periods the wine industry has faced in decades.
The Consumers of Tomorrow
Selling wine successfully requires understanding future consumers—who will inevitably be today’s younger generation.
Dr. Stephanie Rumpff, Head of Industry Business Development, Consumer Markets EMEA at PricewaterhouseCoopers, will introduce Generation Z—their values, preferences, and consumption habits.
Claudia Burgdorf, Head of Corporate Consumer & Market Knowledge at Rotkäppchen-Mumm, will explore wine consumers, their preferences, and the key influences shaping the wine market of tomorrow. And she will address questions such as: What are the most important trends? What role do wine brands play? “We are experiencing a generational change in the wine market that needs to be accompanied. The wine industry must adapt to the new generation of wine consumers who are demanding and driving various trends,” says Burgdorf.
Christian Miller, President of the Wine Market Council, will then examine the influence of cultural and gender differences on wine consumption and give specific examples of how various wine attributes and shopping or drinking experiences affect US consumers, with special attention paid to demographic differences among newer and younger consumers.
"There are many factors behind the recent decline in the U.S. wine market, and even more theories on how to reverse the trend. I hope to untangle these and provide attendees with a clear, consumer-oriented perspective on the biggest challenges and opportunities for expanding the U.S. wine market.”
The Future of Wine Sales
After lunch, the conference will present four best-practice examples of modern wine sales:
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Alexander Borwitzky (Hawesko) will showcase the successful omnichannel approach of the Hawesko Group.
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Ben Gibson (WineHub) will discuss the wine club model, which enables direct-to-consumer sales without intermediaries—and whether this model can be adapted to European markets.
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Eliah Werner (young poets) will highlight sustainability marketing and strategies for engaging Generation Z consumers.
Following these presentations, Rowena Curlewis, Co-founder and CEO of the beverage branding agency Denomination, will explore the impact of product and packaging design on wine sales. According to recent studies, 82% of consumers rely primarily on the label when choosing a wine.
“Understanding the power of branding and knowing how to commission and select the best design for your brand is crucial to engaging consumers and ultimately driving sales.”
Beyond Wine
The final segment of the conference will broaden the discussion beyond wine itself. Sara Norell from Sweden’s state-owned alcohol retailer Systembolaget will speak about trends in wine, RTDs, and non-alcoholic products.
The closing panel discussion will feature:
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Wim Boekema, founder of the Dutch alcohol-free startup World of Nix
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Marc Almert, Head Sommelier and Managing Director at Baur au Lac
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Claudia Burgdorf, expert in consumer and market knowledge
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Willi Klinger, Senior Wine Consultant and CEO of Wein & Co
Key topics will include RTDs, wine cocktails, and dealcoholized products—all of which are growing categories in the beverage industry.
Secure Your Spot
Limited tickets are available for this exclusive event. Conference attendees are also invited to extend their networking opportunities into the evening at the prestigious MEININGER AWARD, where they can enjoy an evening of fine wine, culinary delights, and industry connections.
Secure your spot now for this must-attend event that will shape the future of wine sales. Register HERE.
