ProWein 2026

For 30 years, ProWein has been the international leading trade fair for wine and spirits – and the only one that fully represents the global market. Producers, retailers, sommeliers, importers, journalists, and decision-makers from over 140 countries come together here. Anyone looking for new vintages, industry trends, or product innovations will find them at ProWein.

Access is restricted exclusively to trade professionals – ensuring real business, valuable tastings, and masterclasses in a professional environment. This is what makes ProWein a global hotspot for inspiration, networking, and successful business deals.

Session title: New Markets: Categories Defying the Downturn

Session description: Capturing the key values, aspirations and rituals embraced by core youth demographics through the ages, RTDs mirror the zeitgeist and will hence remain fluid, adaptable and disruptive. From wine coolers to alcopops and from hard seltzers to ready-to-sip cocktails, the category’s generational cyclicality should not distract from its underlying upward trajectory. It provides a rare hint of optimism against the backdrop of an industry on the defensive.

Date and time of the Euromonitor session: 15 March 2026, 10:30–11:30 CET

Name and title of the Euromonitor speaker: Spiros Malandrakis, Global Insight Manager: Alcoholic Drinks