Wine Fair ProWein Takes a Hit - German wine industry struggles as exports and ProWein attendance plummet in 2025

Germany's wine industry faced a tough year in 2025, with exports to the USA plummeting by nearly 20% due to Trump's 10% tariffs. The domestic market also shrank, as per capita consumption fell to 21.5 litres. Meanwhile, ProWein, once the world's largest wine fair, saw a sharp decline in attendance and exhibitors this year.

ProWein's 2025 edition drew only 31,000 visitors, down 11,000 from the previous year. Exhibitor numbers also dropped from 4,200 to 3,400, representing 63 nations. Despite the decline, attendees from 105 countries showed strong interest in German wines, particularly fresh, fruity whites and rosés. German exhibitors remained satisfied with the fair's international reach.

Earlier in the year, Wine Paris attracted around 64,000 visitors and 6,500 exhibitors, surpassing ProWein's attendance. The German Wine Institute (DWI) noted that German wines still generated significant interest at ProWein, even as the event's scale diminished. The export challenges extended beyond the USA. Shipments to Japan fell by 14.77% in 2025, though the US remains Germany's most important foreign market. Domestically, annual wine consumption sits at roughly 1.5 billion litres, with per capita intake now at 21.5 litres for those aged 16 and older. Germany's vineyards cover about 100,000 hectares, with two-thirds located in Rhineland-Palatinate. In response to the slump, the industry launched a new marketing campaign aimed at reviving domestic sales and recovering lost market share.

The drop in exports and fair attendance highlights ongoing pressures on Germany's wine sector. With tariffs still in place and domestic consumption declining, producers are now focusing on promotional efforts to stabilise sales. The industry's future will depend on regaining both international and local demand.