The leading figures in the industry once again took the opportunity this year to forge valuable networks and exchange insights. The conference began with an insightful keynote by Robert Joseph, titled "Time for a change?", which highlighted the current challenges and opportunities in the wine industry.
Emerging Markets
In her presentation, Prof. Dr. Simone Loose from Geisenheim University presented data-driven insights into how emerging markets can potentially offset declining sales in traditional markets. For example, China is showing strong economic growth, is open to the West, and views Western luxury goods as status symbols. This "gold rush atmosphere" and the willingness to invest in high-quality products offer enormous potential for companies. The African market, which was a topic of the conference for the first time, was then discussed in more detail by Dr. Christian Lindfeld, founder of Africa Ventures Advisory. In addition to the diversity of the "growing continent", he addressed the potential of so-called giga-cities and the young population. In his presentation, Bourcard Nesin from Rabobank focused on the question of where the largest declines in wine consumption are coming from and why possible reasons should be considered separately.
Consumers today and tomorrow
Dr. Stephanie Rumpff of PricewaterhouseCoopers explained which things shape the needs and values of Gen Z. In addition to social media, climate change and environmental activism, the Covid 19 pandemic, and economic and political polarization have a significant impact. Christian Miller, President of the Wine Market Council, on the other hand, addressed the influence of cultural and gender-specific differences on wine consumption and highlighted demographic differences using the example of younger U.S. consumers.
Together with Claudia Burgdorf of Rotkäppchen-Mumm, they then went on a journey into the past: 2020 was a decisive year due to the lockdown, in which consumer behavior and needs, shaped by home offices and various restrictions, changed significantly. In addition, the topics of individuality, lifestyle, and self-determination are more important today than ever before.
Trade out of the box
Alexander Borwitzky of Hawesko presented the successful omnichannel approach based on the principle of "everything, everywhere, all at once" and explained why it is so important for companies to define their own DNA.
Under the motto “We need to make it grammable,” Eliah Werner from young poets presented the marketing approach of the start-up and its strategy for reaching Gen Z consumers. Using a “catch-connect-close-continue” model, the company produces short-form winemaking videos that allow viewers to quickly identify with both the winemaker and the product—making it more likely they’ll recognise and choose the wine on a supermarket shelf. Werner also emphasised the importance of packaging, which should be clean and eye-catching to stand out in a competitive market. The goal, he explained, is not to completely overhaul a winery’s strategy but to make it a bit more youthful and modern to reach a broader, more diverse audience.
In her talk, Rowena Curlewis, CEO of Denomination Design, explored the impact of product and packaging design on wine sales. Under the theme “A new generation wine for a new generation,” she emphasised the role of strong branding, emotional storytelling, and simple, well-executed label design as key drivers of success.
RTDs and alternative beverages
Sara Norell from Systembolaget offered a comprehensive look at trends and opportunities in the Swedish market. She noted that while overall wine consumption is declining, demand for no- and low-alcohol products, RTDs, and ciders continues to grow.
In a final panel discussion that looked beyond the traditional wine horizon, experts including Wim Boekema (World of Nix), Sommelier Marc Almert (Baur au Lac), Claudia Burgdorf (Rotkäppchen-Mumm), and Willi Klinger (Wein & Co.) explored the trends and potential of RTDs (Ready-to-Drink products), non-alcoholic alternatives, and wine cocktails. These rapidly growing segments of the beverage industry were at the center of a lively—and at times heated—conversation, with particular emphasis on the remarkable improvement in product quality in recent years. The session offered valuable insights into the evolving landscape of the international wine market.
