Pioneering spirit in the wine industry: The Market Forum & Wine discusses solutions to current challenges
The courage to take risks, but with a plan - that is the essence of the well-attended event that took place on April 27, 2023 at Wine Campus Neustadt. A combination of specialist presentations and practice-oriented discussion rounds reflected on how a pioneering spirit can help to overcome challenging times. Ways to success from the fields of social media marketing and product innovation were presented. "We are delighted to have gained successful practitioners who were willing to provide insights into their recipe for success," explained Monika Reule, Managing Director of the DWI.
The current key data on the German wine market presented by Monika Reule showed a worrying decline in demand for wine overall in 2022. However, as the forum was able to show, new ideas are helping to generate added value and thus counteract the threat of financial losses. The forum's programme was all about community: Jochen Bähr, co-founder of Bähr Pfalztraube GmbH, and Katrin Oster from the Rural Area Service Center (DLR) Rheinpfalz presented a successful combination of practice and science, jointly exploring the potential of dealcoholized wine. Julia Pieroth, social media specialist at the Dreissigacker winery, picked up the thread of the theoretical introduction by Laura Ehm, Professor of Marketing at the Wine Campus, and gave insights into the marketing and communication activities of her company. A joint wine project was the focus of the discussion round with Christoph Hammel, Weingut Hammel GmbH and Alexander Woll, Globus Holding GmbH & Co. KG, which was moderated by Marc Dreßler, Professor of Business Administration at the Wine Campus.
The wine industry is facing major challenges. Breaking new ground successfully requires a great deal of commitment, conviction and prudence. This makes it all the more important to constantly educate oneself and stay in touch. The next Forum Markt & Wine will take place on April 25, 2024.