Commissioned by ProWein, Hochschule Geisenheim University polled experts from throughout the world across the entire value chain of the wine industry in late 2022, for the sixth time now. Participants include wine producers from the most important wine-growing countries in the Old and New World, exporters, importers, specialist wine merchants as well as representatives from the food service/hospitality and hotel industries. The ProWein Business Report 2022 follows on from ProWein’s unique, regular “Marktbarometer” (Market Barometer) for the international wine industry produced since 2017 and assesses the significance of the challenges facing the industry during the current economic crisis.
“This year again almost 2,500 international experts from 47 countries have shared their insider knowledge with us,” says Prof. Simone Loose, Head of the Department of Wine and Beverage Business at Hochschule Geisenheim University, underlining the special relevance of this global industry barometer. “The industry is facing major challenges caused by rising costs and disrupted supply chains. Interesting to note here is that industry leaders are proactively responding to the economic crisis. They tap into new markets with their products and react to traders’ and consumers’ needs with very innovative solutions.” These include – according to the survey – alternative wine packaging and low and non-alcoholic wines.
"It is more important than ever for the industry to open up new export markets, to follow market trends and to network. This is the strength of ProWein. We provide the industry with the right contacts, information and connections for all these requirements. If not here, then where", asks Michael Degen, Executive Director at Messe Düsseldorf and responsible for ProWein.
The most important results at a glance
The industry entered 2022 with positive expectations. Producers and traders hoped for a recovery from the negative impact of Covid-19. These hopes were not or only partially fulfilled. As a result, the industry is generally cautious about the future.
As in the previous year, rising costs and supply chain disruptions are on top of the list of threats and challenges facing the wine industry. However, the degree to which the industry is affected has increased significantly. In addition, the economic slowdown threatens to dampen wine sales.
The global economic recovery after Covid-19 already led to increased energy demand and rising energy prices in 2021. With the war in Ukraine and the sudden collapse of energy supplies in 2022, prices in many parts of Europe have more than doubled compared to 2020. Due to their higher energy consumption, producers are significantly more affected than wine traders.
Almost all producers were affected by transportation issues and supply chain disruptions.Wine producers were able to successfully shield the trade from much of the supply problems. As a result, the wine trade was significantly less affected. From the industry’s perspective, transportation and supply issues will continue to present a major challenge for their business.
Further information as well as the complete ProWein Business Report 2022 can be found on the website of ProWein at https://www.prowein.de/de/Media_News/Magazin/Business_Report_2022