03/09/2026
What makes a wine brand truly desirable today? 🍷
When markets shift and competition grows, family-run wineries need more than great wine to stand out.
Strong brands, smart distribution, new export opportunities – and the courage to rethink what creates demand.
In our latest ProWein Visionary Talk, industry experts share their perspectives on what it takes to stay relevant and build a successful future for wine.
▶️ Watch the full Visionary Talk now.
“If less wine is being consumed, the opportunity lies in greater quality, stronger relevance and clear communication of the craftsmanship behind it.” - Nico von der Ohe
“Diversifying sales markets and combining direct customer relationships with strong distribution partners helps reduce dependencies.” - Marlene Oberhofer
“German wineries should be more confident – their wines have long enjoyed a strong international reputation.” - Johannes Jülg
“Credibility creates desirability: customers want to know who is behind a wine and how it is made.” - Sabrina Becker
“A strong brand doesn’t necessarily need to polarise – it needs a clear profile, a strong sense of origin and a distinctive identity.” - Christian Hannemann