ProWein Expands Its Digital Hub for Drinks Industry Insights

ProWein is expanding its year-round content strategy with a new online offering built around Agora Talks, the latest step in the trade fair’s effort to position itself not only as an event for wine and spirits professionals but also as a source of market intelligence. The sessions from Agora, which debuted at ProWein 2026 in Düsseldorf, are now available on demand through the fair’s website, alongside other digital formats that include the new Agora Mediathek.

The move comes as the global drinks business faces shifting demand, changing consumer habits and rapid technological change. ProWein says its goal is to give exhibitors and visitors access to information that can help them make business decisions in a more uncertain market. The content is limited to registered users, a deliberate choice by the organizers, who say they want to create a protected space for professional exchange.

Agora was presented over three days at the fair and featured more than 12 hours of programming and 42 speakers from around the world. The agenda focused on themes that ProWein identified as central to the industry’s near-term outlook, including #NewMarkets, #NewConsumers, #NewTechnology, #NewProducts and #Futurist. The recorded sessions are now being offered online so that attendees can revisit the discussions and other industry professionals can use them as a reference point for planning.

The digital expansion also builds on established ProWein products such as the ProWein Business Report and the ProSpirits Report, both of which have been updated with additional analysis. Those reports are now being paired with white papers and other materials intended to combine market data with practical guidance. ProWein says the aim is to turn research into information that can be used directly in commercial planning.

Frank Schindler, director of ProWein Düsseldorf, said the approach reflects what companies in the sector need now. “Coming from an industry background I am familiar with the challenges of day-to-day business,” he said in a statement. “Guidance and expertise are needed when it comes to markets, shifts in demand and new developments. This is exactly where we come in, condensing the results into actionable insights — exclusively for the ProWein-Community.”

By linking its physical trade fair with online programming and data-driven reports, ProWein is trying to deepen its role in an industry where buyers, producers and distributors are looking for clearer signals about where demand is moving next. The organizers say the combination of live exchange and digital access is meant to help professionals identify trends earlier and respond with more confidence in a competitive market.