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German Wines Robust in Tough Market Conditions


German wine producers have defended their market position in the past 12 months on a very hard-fought domestic wine market. The German Wine Institute (DWI) is reporting that German wines maintained their 45% share of overall domestic wine sales, and a stable 51% of revenues from wines purchased in Germany.

Wines from Italy, France and Spain claimed sixteen, twelve and eight percent of wine sales and revenues, respectively. The figures were culled from the latest GfK wine market analysis, commissioned annually by the DWI.

In 2017, wine buying in Germany dropped by three percent overall in terms of volume and five percent in terms of value. DWI Managing Director Monika Reule traces this back to demographic changes: "While we're pleased to see younger consumers reaching somewhat more frequently for wine in supermarkets, that growth couldn't compensate for falling wine sales to older consumers."

Average prices for wine in supermarkets remained stable on a year-over-year basis, at 2.92 €/l. Consumers were prepared to spend somewhat more for domestic wines, 3.15 €/l on average, but that represents a five-cent drop compared with 2016. Ex-cellar sales and sales from specialized and online retailers brought German producers significantly higher average prices (6.75 €/l), a plus of three cents year-over-year.

Supermarkets have further established themselves as the sales channel of choice for wine in Germany. 79 percent of all wines were sold there in 2017. 50 percent of those sales came from discount supermarkets, which extended their market position by two percent in the process. Classic supermarkets, which in recent years achieved better results by expanding their regional program of local wines, achieved an 18 % market share, as did hypermarkets with over 5,000 m² of sales space, representing eleven percent of all wine sales. Purchases directly from wine producers fell slightly, as did other sales channels. This continued the general trend of consumers preferring one-stop-shopping to cover their entire household's needs.

Mit zahlreichen Aktivitäten fördert das DWI die erfolgreiche Vermarktung der Weine aus den 13 Anbaugebieten im Lebensmittelhandel. Ein Beispiel dafür ist der "Wein-Guide 2017", der gemeinsam mit dem Branchenmagazin „Lebensmittel Zeitung direkt“ veröffentlicht wurde. Er dokumentiert 30 Weinabteilungen im deutschen LEH, die ein besonders breites Angebot heimischer Weine sowie eine gute Beratung bieten.