ProWein Agora 2026 – #NewMarkets: Categories Defying the Downturn

While many wine categories are facing declining sales, others continue to outperform expectations. What makes these segments so resilient—and what can the wider wine industry learn from their success?

In this #NewMarkets session from ProWein AGORA 2026, leading industry experts explore the beverage categories that are driving growth despite challenging market conditions. From the continued rise of Ready-to-Drink (RTD) beverages and the global success of sparkling wine to the rapid evolution of the no- and low-alcohol wine category, this session reveals the trends reshaping consumer demand and creating new business opportunities.

Featuring insights from Spiros Malandrakis (Euromonitor International), Martina Obregón (Henkell Freixenet), and Irem Eren DipWSET, the discussion highlights the consumer behaviors, innovation strategies, and market developments that are defining the future of the global beverage industry.

Whether you’re a producer, importer, retailer, or wine business professional, this session provides valuable market intelligence on the categories that continue to grow—and why they matter for the future of wine.

📍 Recorded live at ProWein 2026 in Düsseldorf, Germany.

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

#ProWein #ProWein2026 #NewMarkets #RTD #SparklingWine #NoLowAlcohol #WineIndustry #WineBusiness #ConsumerTrends #WineInnovation #Euromonitor #HenkellFreixenet #FutureOfWine #WineProfessionals

Follow ProWein also on
Instagram https://www.instagram.com/prowein_tradefair/
LinkedIn https://www.linkedin.com/showcase/prowein-tradefair
Facebook https://www.facebook.com/ProWein.tradefair

source