Less wine sold in Germany

By: Trademagazin editor Date: 2023. 03. 16. 09:31

Households in Germany bought 10 per cent less wine last year, the German Wine Institute in Düsseldorf reported ahead of ProWein trade fair (19-21 March).

According to the analysis by NielsenIQ, this resulted in a 6.5 per cent drop in sales excluding out-of-home consumption, that is wine consumed in restaurants or at events.

True, wine has become more expensive: the average retail price of wine from Germany rose to €4.18 per litre in 2022, according to the Wine Institute’s report, a 6.6 per cent increase compared to 2021. The price increase is due, among other things, to significantly higher costs of bottles, packaging, logistics and staff. In contrast, the average price of wine from abroad rose less steeply in 2022, by just 2 per cent to €3.64 per litre.

The fall in consumers’ propensity to buy was particularly marked for German wines, where volume sales fell by 14 per cent and value by 8 per cent. For wines from abroad, sales fell by 7 per cent and spending by 5 per cent. Among imported wines, Italian wines continue to lead in terms of volume purchased (16 per cent), followed by Spanish (14 per cent) and French wines (11 per cent).

White wine remains the favourite with a stable volume share of 47 per cent. The market share of red wines has decreased from 41 to 40 per cent, while rosé wines have increased from 12 to 13 per cent.


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