ProWein Agora 2026 – #FUTURIST: What Wine Can Learn from Soft Drink Success Stories

What can the wine industry learn from one of the world’s most innovative beverage categories? While wine and spirits producers face changing consumer expectations and increasing market challenges, the non-alcoholic soft drinks sector continues to drive growth through bold innovation, strong branding, and consumer-focused product development.

In this #FUTURIST session from ProWein AGORA 2026, Alex Beckett, Consumer Trends Consultant at Mintel, explores how insights from the soft drinks industry can inspire new strategies for wine and spirits. Drawing on Mintel’s latest global consumer research, he highlights emerging trends, innovation opportunities, and practical lessons that can help producers better connect with today’s—and tomorrow’s—consumers.

Whether you’re a winery, brand owner, retailer, or beverage professional, this session offers valuable perspectives on how thinking beyond the traditional wine category can unlock future growth.

📍 Recorded live at ProWein 2026 in Düsseldorf, Germany.

Learn more about ProWein:
🌐 https://www.prowein.com

#ProWein #ProWein2026 #FUTURIST #WineIndustry #WineBusiness #SoftDrinks #Mintel #ConsumerTrends #BeverageInnovation #WineMarketing #Innovation #FutureOfWine #WineProfessionals #Spirits

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