Prof. Dr. Simone Loose has led the Wine and Beverage Business Research Department at Geisenheim University since 2015. Previously, she was a postdoc at the University of South Australia and a Marie Curie Senior Research Fellow at the MAPP Center in Aarhus, studying consumer choices for food and wine. Her research focuses on global wine market trends and economic sustainability. Since 2017, she has partnered with ProWein to conduct the ProWein Business Report, analysing key industry challenges like sustainability, economic shifts, and new beverage trends.