ProWein: The SB Hub returns with three days of talks
Are you heading to ProWein 2026? Join us in Düsseldorf for the second iteration of The Spirits Business Hub with a packed schedule of seminars, talks and tastings.
The Spirits Business is delighted to present an inspiring series of seminars at ProWein this year, designed to uncover the latest trends and innovations shaping the spirits industry.
Taking place at The Spirits Business Hub in Hall 7, stand C05, these sessions will feature engaging discussions, expert insights, and a chance to connect with key industry players.
Topics for the second edition of The Spirits Business Hub will explore areas such as the emerging agave spirits category, the people behind high-profile celebrity brands, and the purchasing drivers for Gen Z drinkers.
Places for the talks are on a first-come, first-served basis, so make sure to arrive ahead of schedule.
The three-day schedule is outlined below and visitors can register their interest online.
Sunday 15 March
10.30am – ProSpirits Report
Join us as we take a deep dive into the second annual ProSpirits Report: The Future of Spirits. Drawing on insights from hundreds of international industry experts, the report explores the state of the spirits industry, growth opportunities, trending categories, expectations for market segments and sales channels, and international markets. Leading brand representatives will join the report’s lead researcher to discuss the findings and share perspectives. An excellent opportunity to stay ahead in a rapidly changing sector.
Speakers: Professor Dr Simone Loose, head of the Institute for Wine and Beverage Business Research at Geisenheim University; and Gernot Allnoch, partner of Mezcal San Cosme.
12pm – Alternative Agave: Emerging Brands, Regions & Trends
Regions outside of Mexico have been inspired to distil their own agave supplies and add exciting twists on the fast-growing agave spirits category. We get an insider’s perspective on where agave spirits are heading next and what the trade needs to know to stay ahead.
Speakers: Rashkay Dhariwal, founder and managing director of Maya Pistola Agavepura.
1.30pm – Behind the Celebrity Spirits: People, Stories & Strategy
Meet the founders, creators and industry insiders behind today’s high-profile celebrity spirits. Explore how these brands navigate market challenges, build authenticity and connect with consumers in an increasingly crowded category.
Speakers: Vishal Patel, CEO of James Gin; Vincent Hanna, CEO and co-founder of Brother’s Bond Bourbon; and Duncan Frew, CEO of Wolfie’s Whisky.
3pm – What Bartenders Want: Key Mixology & On-Trade Movements Worldwide
Times are tough for hospitality – but how can bartenders stay ahead of market challenges and keep consumers coming to their bars? We explore key bar trends around the world, how bars can adapt and remain relevant, and how brands can build strong relationships with bars.
Speakers: Ingo von Ameln, commercial manager of Choya Umeshu; Edward Nijhoff, co-owner of Rumah Bar in Rotterdam; and Mohit Singh, co-founder of Desi Daru Vodka.
MONDAY 16 MARCH
10.30am – How Technology Is Shaping Modern Distillery Operations
Stuart Maxwell, chief operations officer of Proof 8, offers an inside view on how technology is addressing real-world challenges facing distilleries, optimising production, maturation and quality control. Learn how digital advancements could streamline operations and, ultimately, create more profitability for distilleries.
12pm – Debunking Gen Z Habits and the Changing Spirits Landscape
If you’re sceptical about the ‘Gen Z doesn’t drink’ assumption, and are curious about what is really driving purchasing decisions among younger generations – as well as wider behavioural shifts across the spirits world – don’t miss this session. We’ll look at how consumer spending is evolving, which categories are driving sales growth, and what it means for brands and retailers looking to capture new audiences.
Speakers: Janzen Eagler, vice-president of Casa Malka; Jordi Olivé, co-founder of Cream Heroes; Karim Fadl, key account manager hotel and resorts international for Thomas Henry.
1.30pm – Spirits Retail & Distribution: Navigating Political & Economic Change
Join us for a discussion about how political and economic issues are affecting spirits retail and distribution globally, with practical insights into market access, supply issues, and brand strategies across different regions.
Speakers: Matt Ashton-Melia, managing director of Charter Brands; and Maria Eriksen-Jensen, chief marketing officer of Bemakers.
3pm – The Spirits Industry Has a Short-Term Problem
Join Zak Oganian, CEO of Origen X Group, for an insightful discussion challenging the industry’s obsession with short-term growth and fast exits, and why the industry should be committed to building spirits brands designed to stand the test of time. This session explores how fast launches, borrowed stories, unsustainable commercial models and manufactured premium are eroding trust and long-term value.
4.30pm – Brother’s Bond & Beyond: Trends in American Whiskey
Supplier sales of American whiskey nearly quadrupled to US$5.2 billion between 2004 and 2024 (according to the Distilled Spirits Council of the US). Ian Somerhalder, who co-founded the brand with his The Vampire Diaries co-star Paul Wesley, has always put quality and sustainability at the heart of Brother’s Bond Bourbon, with high-quality, high-rye whiskeys and sustainably grown grains. Somerhalder will reflect on trends across American whiskey, building a brand from the ground up, and international expansion.
TUESDAY 17 MARCH
10.30am – Rethinking Luxury: Pricing Strategies, Consumer Value and Market Trends
In the premium-plus, luxury spirits space, brands are encountering new challenges because the definition of ‘luxury’ has become open to interpretation. Where price and status once ruled the roost, drinkers are now seeking more experiential rewards before parting with their money. How can luxury brands navigate new trends, consumer expectations, and scale up across both the on- and off-trade?
Speakers: Solène Bruna, global head of marketing at MG Destilerías; and Alessandro Mansueto, brand manager at Król LOV.
12.30pm – The US Spirits Market: Tariffs, Politics and Growth Strategies
An in-depth look at how geopolitical volatility, tariffs and the economy are impacting American spirits at home and overseas, and the challenges and opportunities these create for international brands looking to enter or expand in the US.
Speakers: Alison Leavitt, managing director of the Wine and Spirits Shippers Association (WSSA); and Jeff Diego, founder and CEO of Helmsman Imports.
2pm – The Latest Insights into the World of Spirits
Melita Kiely, editor-in-chief of The Spirits Business, will lead our closing session, diving into the latest stats and market insights on the global spirits industry. This presentation will explore some key category and market performances, as well as notable trends shaping 2026.
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