At the opening presentation of The Spirits Business Hub at ProWein, experts explored the future of the global spirits industry and discussed strategies for navigating current market challenges. The session focused on insights from the inaugural ProSpirits Report: The Future of Spirits, which sheds light on the evolving landscape of the spirits market and its future opportunities.
The discussion featured key industry figures, including Dr. Simone Loose from Geisenheim University, Nikša Pirović, founder of Pacific & Lime, and Donatien Ferrari, communications manager at La Martiniquaise-Bardinet. Melita Kiely, editor-in-chief of The Spirits Business magazine, moderated the panel.
The ProSpirits Report 2025 is divided into four critical sections: Current Condition & Future Opportunities, Future Trends in the Spirits Sector, Market Segment & Sales Channel Expectations, and International Spirits Markets. The report draws on insights from a broad range of industry professionals, including spirits producers, distributors, wholesalers, and retailers. The complete report will be published in May.
Dr. Loose highlighted the economic challenges facing the industry, particularly the decline in global income levels, which impact discretionary spending. “Spirits are a luxury item, not a necessity,” she explained. “In a time of economic downturn, people are less inclined to spend on non-essential goods like spirits, making it a challenging environment for the industry.”
Ferrari emphasized the importance of understanding regional market differences, particularly the growing demand for low-and-no-alcohol beverages. “In both mature and emerging markets, the non-alcoholic category is seeing strong growth. For our company, non-alcoholic products already make up 10% of our business,” he stated. He also highlighted the rapid rise of ready-to-drink (RTD) products, noting that his company is heavily investing in this sector.
In discussing strategies for brand growth in a competitive market, Pirović stressed the importance of understanding a brand’s core identity. “Brands need to be clear about their positioning—whether they are premium or value-driven,” he said. “Creating a strong brand ecosystem that appeals to customers is vital, even in challenging market conditions.”
Both Loose and Pirović recently discussed the findings of the ProSpirits Report in more detail during an episode of The Spirits Business Podcast, alongside Sylvia Bernard, international marketing director at La Martiniquaise-Bardinet. The discussion provided further insights into the industry’s future outlook.
The ProSpirits Report offers invaluable perspectives for industry professionals navigating the evolving spirits landscape, with a focus on current challenges and the opportunities shaping the future of the market.
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