Some insights from ProWein’s Agora stage: how innovators are winning the market
While I was at ProWein in Dusseldorf last week, I caught a session at the Agora stage, with three interesting presentations.
The first was from Malwine Steinbrock who heads up a consultancy called Food Republik. She talked about ‘Why Spritz and Flavoured Wine Are Your Next Opportunity‘. Spritz (making stuff fizzy) is a fun category, and it’s doing very well right now.
The second was by Theis Søndergaard of Dry Boots, which is basically a Vivino for non-alcoholic drinks. His talk was titled The Real Non-Alcoholic Alternative? What Consumers Think About Proxies. His takehome was that consumers didn’t really like delacoholized wines all that much, especially not red ones. And that the best strategy might be to focus on purpose-built proxies instead.
And the third was from Ed Mundy of Jefferies, who looked at data on the drinks sector and asked Why Are Spirits Performing Better Than Wine?
