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Wine Market in Germany: Online Share set to Rise


The online share of wine sales has been on a constant increase. Along with books, wine was one of the first items to be sold online. Wine was already a player in the dotcom era around the year 2000. Also ProWein, the leading trade fair for wine and spirits held in Dusseldorf, Germany is registering more and more trade visitors in this segment.

Germany’s Online Wine Market

Like in online retail in general, it is hard to precisely track market volume here due to the differing measuring methods and the variety of online suppliers. Market researcher Gesellschaft für Konsumforschung (GFK) included online sales as a separate sales channel in its surveys for the first time in 20153/14 at the request of the German Wine Institute (Deutsches Weininstitut – DWI).

According to data collected by the GFK in Germany in 2014, 5% of total turnover for wine was generated online. In absolute terms this corresponds to some 45 m liters of wine worth some Euro 300 million. The average price for a liter of wine online at Euro 6,68 is comparable to price levels in the specialist retail trade and therefore significantly above the Euro 2,98 price tag in food retail, as the DWI findings show. The relatively high price is not surprising as the online market has until now been primarily used by companies with ranges focused on the higher end category of “Euro 5 a bottle”. The total volume of wine retailing for over Euro 5 in bricks and mortar and online stands at about Euro 1 billion, according to calculations of the University of Geisenheim. The online sales in this segment are estimated by market insiders to stand at about Euro 150 million.

Author: Michael Pleitgen

Figures: GfK/ Wines of Germany, i.e. German Wine Institute