Statistics

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The Wine Market for German Wines in 2009

Last year was a difficult year for the German wine industry: the worldwide economic crisis left its mark on the volume and value of German wine sales, domestically and internationally.

DOMESTIC MARKET DEVELOPMENT

At the same time, Germany’s uncontested position as the world’s largest importer of wines remained unchanged, and the German wine market continued to be price sensitive. Although German wine producers posted an average increase of 14 cents per liter, volume was down by 4.5 percent – somewhat more than the market in general, which was down by only 1.5 percent. All in all, higher profits compensated for the small declines in volume, and thus, German wine producers were able to maintain the same overall balance as in the year before. With a market share of 54 percent of volume and 48 percent of value German wine remained by far the market leader in the domestic market.

In 2009, the retail grocery trade and discounters continued to expand their position as the most important retail outlets for wine. They accounted for 73 percent of sales volume and an ongoing 54 percent of value. Direct purchase from the producer accounts for one fourth of domestic sales.

EXPORT MARKET DEVELOPMENT

The negative impact of the difficult economic circumstances was felt particularly in the export branch. Compared with 2008, some six percent less German wine was exported in 2009; value declined by eight percent. Nevertheless, exports of ca. 200 million liters of wine worth 394 million euros were comparable with those of 2007.

The repercussions of the economic crisis were the greatest in the U.S. market. Overall, the U.S.A. imported 13 percent less wine in 2009. The volume of German wine imported declined by eight percent, with a concomitant loss in value of ten percent.

German wine exports to the British market were divergent. On the one hand, export volume in the price segment of more than five pounds increased by 33 percent, yet wines retailing for less than three pounds posted a hefty loss of 23 percent. As a result, the total value of German wine exports declined by 22 percent and total volume, by 19 percent.

However, there were also markets that showed growth. Considerable increases in value (12 percent) and volume (10 percent) were posted in the Netherlands. Double-digit increases in value were also achieved in smaller markets, such as Ireland (42 percent) and Poland (29 percent). In 2009, German wine exporters were able to further increase their position as market leaders in Norway. In summary, one can say that German wine exports reflect the fact that wine professionals and connoisseurs in many countries appreciate the quality and unique qualities of German wines and are willing to pay accordingly. However, the task that lies ahead is to reach a broader audience, i.e. consumers who simply want to enjoy a glass of good wine. It will take time for the message to reach the world at large.

July 2010