Spirited Conversations: Seminars with The Spirits Business and Industry Leaders 2026 – ProWein
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 on The Spirits Business stand in Hall 7 / C05, these sessions will feature engaging discussions, expert insights, and a chance to connect with key industry players. Be part of the dialogue influencing the future of spirits!
Seminar Location: Hall 7 / C05
Seminar Duration: 45-60 minutes
Places will be given on a first come first served basis. For more information, please contact the SB Events Team – events@thespiritsbusiness.com.
Event Schedule
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 current 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 their own perspectives. An excellent opportunity to stay ahead in a rapidly changing sector.
Speaker(s)
Prof. Dr. Simone Loose
Head of the Institute for Wine and Beverage Business Research at Geisenheim University
Gernot Allnoch
Partner of Mezcal San Cosme
Sunday 15 March
12PM
Alternative Agave: Emerging Brands, Regions & Trends
Regions outside of Mexico have been inspired to distill 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.
Speaker(s)
Rakshay Dhariwal
Founder and Managing Director
Maya Pistola Agavepura (Pistola)
Sunday 15 March
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.
Speaker(s)
Duncan Frew
Co-founder
Wolfie’s Whisky
Vishal Patel
CEO of James Gin
Vincent Hanna
CEO and Co-Founder
Brother’s Bond Bourbon
Sunday 15 March
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.
Speaker(s)
Edward Nijhoff
Co-founder
The Rumah
Ingo Von Ameln
Sales Manager
CHOYA
Mohit Singh
Co-Founder
Desi Daru Vodka
Monday 16 March
10:30AM
Speaker(s)
How Technology Is Shaping Modern Distillery Operations
Stuart Maxwell, 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.
Stuart Maxwell
Chief Operating Officer
Proof 8
Monday 16 March
12PM
Debunking Gen Z Habits and the Changing Spirits Landscape
If you’re sceptical about the ‘Gen Z doesn’t drink’ assumption and 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.
Speaker(s)
Jordi Olivé
Co-Founder
The Finest Group and The Cream Heroes
Karim Fadi
Key Account Manager Hotel & Resorts International
Thomas Henry
Janzen Eagler
Vice President
Casa Malka
Jeroen Huiskes
Global Innovation Manager
Creamy Creation
Monday 16 March
1:30PM
Spirits Retail & Distribution: Navigating Political & Economic Change
Join us for a discussion about how political and economic issues are impacting spirits retail and distribution worldwide, with practical insights into market access, supply issues, and brand strategies across different regions.
Speaker(s)
Matt Ashton-Melia
Managing Director
Charter Brands
Johan Kersten
Managing Director
Bemakers Benelux
Monday 16 March
3PM
The Spirits Industry Has a Short-Term Problem
Beyond the Exit: Building Heritage Spirits Brands That Can Stand The Test Of Time
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.
Speaker(s)
Zak Oganian
CEO
ORIGEN X Group
Monday 16 March
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 (Discus). 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 the Brother’s Bond Bourbon brand 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.
Speaker(s)
Ian Somerhalder
Co-Founder
Brother’s Bond Bourbon
Monday 16 March
4:30PM
Central & South American Spirits: Growth & Global Opportunities
An overview of key trends shaping spirits from Central and South America, highlighting locality, emerging categories, sustainable production, and how the region is growing its reputation around the world.
Speaker(s)
TBC
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 as 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?
Speaker(s)
Alessandro Mansueto
Brand Manager
Krol luxury vodka
Tuesday 17 March
12:30PM
The US Spirits Market: Tariffs, Politics & 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.
Speaker(s)
Alison Leavitt
Managing Director
WSSA
Jeff Diego
CEO and Founder
Helmsman Imports
Diego Barca
CEO
City Moonlight W&L
Tuesday 17 March
3PM
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 key category and market performances, as well as notable trends shaping 2026.
Speaker(s)
Melita Kiely
Editor-in-Chief
The Spirits Business
