ProWein's vastness offers a glimpse into major wine industry trends, despite the sheer number of exhibitors. Key themes emerged from the recent event, providing valuable insights for wine enthusiasts and professionals.
Low-Alcohol Spritz
Walking through the halls of ProWein 2024, the prevalence of spritz products, inspired by the Venetian 'aperitivo hour,' was impossible to miss. Notably, many of these were low-alcohol or alcohol-free options. Highlights included Henkell Freixenet's new Mionetto Aperitivo, available in alcohol, low-alcohol, and alcohol-free versions, unveiled exclusively at the show. Other notable mentions were the Mediterraneo Spritz from Barcelona-based organic Cava brand Hola, Sandara Premium Sparkling Spritz (7.5% ABV) from Valencian fizz makers, and the iridescent Glitter Spritz Aperitivo (0.4% ABV) from Berlin start-up Flaschenpost Gin, featuring flavors of "fruity bitter orange, rhubarb, and herbs."
Lightweighting Bottles
Sustainability remains a significant theme, with many producers highlighting the environmental benefits of lightweight glass bottles. At ProWein, producers showcased bottles that were under 500g (excluding liquid), a significant reduction compared to premium bottles that can weigh over 800g to 1000g. While reducing bottle weight is seen as a quick win for sustainability, some producers cautioned against overestimating its impact, emphasizing the importance of considering the entire lifecycle of the product, including production and logistics. This holistic approach to sustainability will require significant investment in low-carbon manufacturing technologies and deeper collaboration with suppliers.
Albariño
Albariño continues to gain popularity, with strong growth in the US market and robust sales across Europe and Asia. Rías Baixas, which accounts for 90% of Albariño plantings in Spain, reported that exports to the US constituted 30% of its total export volume, with sales growth nearing double digits in recent years. Notable producers like Bodegas Martín Códax and Paco and Loco are exploring aged Albariño. The grape's popularity has led to its cultivation in other regions, including South Africa, Chile, New Zealand, Uruguay, and even the UK.
Celebrity Wines
The trend of celebrities entering the wine industry shows no signs of slowing. The latest addition is Iron Maiden's Darkest Red, a red wine from Douro DOC. Rockers like Maynard James Keenan of Tool are heavily investing in winemaking, with Keenan recently opening a new facility in Arizona. The list of celebrity-endorsed wines is extensive, including offerings from Kylie Minogue, Gary Barlow, Sarah Jessica Parker, Brad Pitt, Angelina Jolie, Snoop Dogg, and now George Clooney, who is launching his own French rosé. Even footballers are joining in, with Barcelona and Spanish legend Andrés Iniesta presenting his own wines at the show.
ProWein 2024 showcased these and other emerging trends, highlighting the dynamic and evolving nature of the global wine and spirits industry.
Source: The Drinks Business