Meininger's International Wine Conference 2020

Please note due to the increasing spread of the corona virus Messe Düsseldorf postponses ProWein 2020. The safety of all participants is also important to us and therefore we are unfortunately cancelling Meininger's International Wine Conference on 14 March. 

We are confident that we will be able to hold the event as part of ProWein at a later date. We will get back to you as soon as we have further information. 


Anyone who wants to sell wine successfully and professionally has to keep an eye on people, society as a whole and their environment. More than ever, it seems that fundamental changes are taking place. Old consumption habits, such as everyday meals, which gave the day a set rhythm, are disappearing, as are traditional family ties in favour of loose patchwork communities.

We are seeing the rise of new consumers who are taking a different approach to learning about, experiencing and consuming wine. The significance of traditional wine buyers who have remained faithful to their “learned” wines is decreasing, while new buyers are emerging who place more value on experience and diversity as opposed to painstakingly becoming wine experts. Furthermore, the digitisation of every aspect of professional and private life is progressing and the consumption and purchasing behaviour of “digital native” generations is changing fundamentally as well. This seriously affects wines and the wine trade.

But what precisely do we know? Who can actually say how future generations of consumers will think and act? A look behind the scenes – almost into consumers’ minds – should be worthwhile and shed light on which values and ideas will shape consumer behaviour in the future. Because nothing is as certain as demographic change.

How will the young generation consume wine in the future?

Join us as we examine this question on the basis of our own study, which is being presented for the first time at this year’s Meininger’s International Wine Conference. Jointly and with the support of the German Wine Institute as well as scientific guidance from Geisenheim University and the Institute of Wine and Beverage Business Administration, we commissioned the Rheingold Institute in Cologne to prepare a study on the younger generation’ attitudes, behaviour and opinions with regard to wine.

In addition to the study, competent and successful entrepreneurs, speakers from science and research, as well as media professionals will shed light on today’s entire wine marketing scenario: How is wine presented today? What does the public demand and how big can the show be? And last but not least: What influence do bloggers exert and how do they affect the wine trade?

Participate in Meininger’s International Wine Conference to give yourself an advantage wherever the wine sector goes. Listen to excellent speakers who are looking for clues and who address the central questions regarding the future of wine consumption against the background of social change. Exchanges with wine experts will provide responses to future-related issues. Join us as competent and experienced wine merchants and wine producers share their experiences. Take home valuable inspiration and momentum for your company and your professional activities.

I look forward to seeing you there and sincerely welcome you to Dusseldorf!

Kind regards

Dr Hermann Pilz
Editor-in-chief WEINWIRTSCHAFT