Rising revenues for German wine sales
The higher wine revenues come despite a three percent drop in overall sales volumes in the past year and can be traced first and foremost to rising wine prices in retail stores.
German wine prices on the rise
The average price for one liter of wine purchased retail, regardless of wine origin, rose by 17 cents to 3.09 €/L. Consumers spent an average of 3.39 €/L for German wines, corresponding to a bump of 24 cents per liter. Consumer purchases of domestic wines through the direct ex cellar channel or from wine specialists and online retailers rose by a relatively moderate five cents to 6.80 €/L.
DWI Managing Director Monika Reule attributes the trends to extraordinarily low harvest yields for the 2017 vintage in Germany and many other European winegrowing nations, a situation that typically dictates matching price adjustments.
German producers hold a 51 percent share of 2018 turnover
Of all wines purchased within Germany, German producers held a 51 percent share of 2018 turnover, unchanged from a year earlier, and a stable 45 percent of all wine sold when measured by volume. With a 15 percent share of wine revenues and sales volumes respectively, Italian wines ranked second in the preference of German consumers, followed by France (12% value, 13% volume) and Spain (8% value, 9% volume).
The supermarket segment successfully defended its position as the most important point of sale for wine in Germany this past year. 78 percent of all wines were purchased through that channel in 2018, including an unchanged 50 percent by discount supermarkets. Classic supermarkets sold slightly less wine by volume viewed year-over-year. They claimed a 17 percent market share, with hypermarkets achieving a stable 11 percent.
Purchases direct from wine producers trended slightly upwards
While the German market lost some ground overall in terms of volume sold, direct sales rose by one percent and its market share expanded by one percentage point, to eleven percent. Online wine sellers, typically classified as specialized retailers, earned a four percent share of all wines sold within Germany in the past year.