For the most part, the global economic crisis had little impact on the German wine market in 2009. Based on surveys by the Association for Consumer Research (GfK) of all distribution channels, e.g. the grocery sector, discounters, specialty trade and producers (direct sales), the German Wine Institute/Mainz reports a 1.2% increase in the value of wine sales in the domestic market in 2009.
 There were also similar gains in 2008 (2.2%) and 2007 (1.2%). Overall volume, however, decreased slightly in 2009 (-1.5%). Commenting on the current market situation, Monika Reule, managing director of the wine institute, says: “In all, we had a relatively stable wine market in 2009. Changes in consumption habits definitely play a role, as consumption away from home has moved toward more consumption at home.”
The volume of German wine sales in the domestic market in 2009 was somewhat weaker than the market as a whole. Although volume for German wine was down by 4.5%, sales value remained steady thanks to higher profits. Reule points out that “the average price per liter for German wine in the grocery sector was €2,81, which is equal to a 14-cent increase compared with the year before. In the meantime, German wines sold directly by producers and by the specialty trade average €5,65 per liter. Given the huge number of wines available from German and foreign producers in a market that is very price sensitive and highly competitive, price adjustments can quickly lead to a decline in sales.”
German wine producers continued to hold the lion’s share of the domestic market with 54% of volume and 48% of value, despite the fact that both figures reflect a decrease of 1% compared with the year before. France and Italy placed second and third, each with a relatively constant market share of 13% in terms of volume and value, followed by Spain with a 6% and the “New World” with a 5% share of the wine market.
The red wine boom of recent years seems to be slowing down, even though they accounted for 51% of total sales in 2009, down 2% in favor of white wines. In all, 40% of all wines purchased in Germany in 2009 were white. Rosé wines maintained their 9% market share.
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