FIRST PROWEIN BUSINESS TALK: “DIGITALIZATION OF THE WINE INDUSTRY”

The first event in the new ProWein Business Talks series at the beginning of October was a complete success. Over 220 participants from 25 countries followed the online discussion on the latest ProWein Special Report “Digitalization of the Wine Sector”, moderated by Prof. Dr. Simone Loose from Geisenheim University. A recording of the first ProWein Business Talk is available at https://www.prowein.com/video_2

Three international experts from different areas of the wine industry took part in the digital panel and engaged in a lively discussion on how the sector can benefit from digitalization. Paul Mabray, a visionary futurist in the American wine industry, shared his many years of experience in implementing digital strategies. For him, digitalization is not about individual tools, but about a fundamental change in corporate culture: “To be successful, companies must be willing to constantly try new things and learn from mistakes.” Mabray highlighted that, in an industry traditionally averse to risk, the ability to accept failure is essential for digitalization to thrive. He thereby regularly strives for early successes in his digitalization projects to maintain momentum and motivation – “A spoon full of sugar helps the medicine go down.” Regarding communication, he sees digitalization as a powerful multiplier: companies must first identify their unique selling proposition to leverage digital channels effectively. “It often starts with brand,” Mabray stated, emphasizing that a clear brand message is crucial to harness the full potential of digital communication.

Daniel Freund, CEO of German wine importer and distributor Weinkontor Freund, stressed the pivotal role of people in digitalization. For him, empowering employees and fostering close collaboration with suppliers and customers are critical. “Our dialogue with partners now extends beyond product availability – we are collaboratively optimizing digital data exchange.” Freund has consequently developed a comprehensive data model within his company, enabling the creation of innovative logistics services that cater to the wine sector.

António Graça, Head of the Research Department at Sogrape in Portugal, explained how Sogrape has reduced the use of crop protection products through a network of weather stations and its own IT infrastructure, simultaneously cutting costs and reducing the environmental impact. Graça stressed that digital and innovative advancements must benefit all stakeholders – customers, employees, owners and society. Graça emphasized that digitalization is successful when people and companies are willing to continuously adapt and develop. This shift in mindset has also influenced recruitment and qualifications at Sogrape. According to Prof. Dr. Simone Loose, this must also be incorporated into the training of the next generation of industry professionals, where change management should become increasingly important.

During a lively discussion on artificial intelligence (AI) for wine recommendations, the experts agreed on AI’s potential, particularly in online storytelling. . However, they were less optimistic about individual wine recommendations.

Concluding on a positive note, Graça forecasted great potential for the wine sector to collaborate with other industries that can offer fresh perspectives: “We are an attractive sector for experts who want to co-create and co-develop with us while enjoying our product.”

The ProWein Business Talks are a new series with which the leading trade fair for wines and spirits intends to provide the international sector with the latest information and trends throughout the year.

ProWein, International Trade Fair for Wines & Spirits, will be held from March 16 – 18, 2025 at the fairgrounds in Düsseldorf, Germany. For information about visiting or exhibiting at ProWein 2025, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowein.com and www.mdna.com.