Geisenheim Researchers Conduct first Global Study on Corona – ProWein Business Report

Source: Messe Düsseldorf GmbH/ Woody T.Herner

For the fourth time, the Department of Wine and Beverage Business at Hochschule Geisenheim University has surveyed experts from 49 countries who work along the entire value chain of the wine industry. The survey, carried out on behalf of ProWein at the end of 2020, was characterized by the impact of Covid-19 on the global wine industry.

The latest ProWein Business Report is the first survey worldwide to quantify the global implications of Covid-19 on different areas of the wine industry and to evaluate expectations for the future direction of the sector. The high response rate, which doubled to almost 3,500 respondents compared to previous years, reflects the major influence of Covid-19 on the wine industry. All stakeholders are interested in comparing their own experience with others. At the same time, everyone is looking for ideas and strategies to overcome the current crisis.

A large number of international media have reported on the survey: The Drinks Business, Indian Wine Academy, About Drinks, Wine Industry Advisor, Meininger Weinwirtschaft and The findings show that, in total, Germany “got away lightly” compared to other wine producing countries with a strong focus on exports. A solid domestic consumer base and domestic tourism have driven consumption of German wine. Nevertheless, experts have also seen a shift in German wine sales towards larger wineries that supply the food retailing sector, and many German wine producers are still suffering from the lockdown of major distribution channels like restaurants, export, airlines, duty-free shops, trade fairs and wine festivals.

The pandemic will continue to have a major impact on the German and international wine sectors in the years to come. The Department of Wine and Beverage Business will continue its research activities on this important topic.  

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 Article written by: Prof. Dr. Simone Loose, Dr. Signe Nelgen


Source: ProWein Business Report 2020
Source: ProWein Business Report 2020