1. Prof. Dr. Dieter Hoffmann, Geisenheim University, 2013
The wine market
in Germany in 2012
Prof. Dr. Dieter Hoffmann,
Geisenheim University, 2013

2. German wine market was in 2012…
Nr by imports Mio. hl
Nr by sparkling wine consumption l / head
Nr by total wine consumption Mio. hl
Nr. 11 by wine production Mio. hl
turnover retail level Bill. €
No wine tax, only VAT, no limitation on trade: liberal

3. German wine market was in 2012 …
Production: Mio. hl after 9.2 Mio. hl in 2011
Consumption: in volume %
in value %
Export: in volume + 4 %
Import: in volume + 2 %, mainly for re-exporting
decrease of imports in bottles and
increase of imports in bulk

4. German wine market in 2012 …

6. Economic situation in wine business in Germany in 2012

7. Import of still wine (till 15 % vol.) to Germany
Source:

8. ( 15 % vol.) Import of bulk wines to Germany
Source:

9. Wine production in Germany
Prädikatswein
Source:

10. Structure of wine production in Germany 2012
Cultivated Grape Area : ha in production
Wine Production : Mio. hl on Average (2010: 6.9)
Wine Growers : > 0.3 ha ( < 0.3 ha)
Wine Cooperatives
(With own vinification and bottling)
Number:
Members: ca
Surface under vine: ha
Production: 2,8 Mio. hl
Sales (Mio. hl):
Bulk wines Bottled Wines
Wine Growers with Bulk Wine
Number: ca
Surface under vine: ha
Production: ca. 3.4 Mio. hl
Sales (Mio. hl):
Bulk wines
3.4
Wine Estates Selling Bottled Wines
Number: ca
Surface under vine: ca ha
Production: Mio. hl
Sales (Mio. hl):
Bulk wines Bottled Wines
Source:

11. Structure of wine bottling in Germany (Mio. hl) 2012
German bulk wine: 4.0:
Import
Bulk Wine 9.5
German bulk wine: 0.2:
2.7
6.9
‚Sparkling‘ Wineries
Number: 1123, (10 for 90 %)
Production: 2.85
‚Still Wineries‘
Number: ca. 200
Production: 10.9
Sparkling Wine
Export: 0.4
Import: 0.85
10.9 still wineries
2.4 cooperatives
2.6 estates
15.9 total
Bottled Wine 5.5
(Pearl Wine )
Export
Bulk Wine: 0.7
Bottled Wine: 3.7
3.3
Sparkling Wine
17.7
Still Wine
Total 21 Mio. hl
Source:

12. Still wine distribution in Germany in 2012
Volume Value
Mio. hl Bill. €
VolumeMio.hl
P.o.P.‘s for home consumption
17.7
7.3
Value Value
Bill. € (outlets) (€/l) Bill. €
3.1
1.1
(3.50)
outdoor
3.9
14.6
6.2
2,6
1.6
Estates and (6.00)
Cooperatives
(8 000)
1,2
home consumption
5.1
1.2
Wine shops (10.00)
(4 000)
mass market premium market
1.9
5.7
Super-/Hypermarket (3.80)
(40 000)
3.4
1.5
Discount (2.60)
(14 000)
Source:

13. Trends in the wine market
declining production -worldwide-
increasing consumption
new products: Glühwein
increasing prices
fast globalisation of the wine market
Germany: the central European bottling location

14. Summary: the German wine market is …
highly attractice because of increasing demand,
highly attractive because of fast increasing imports,
very competitive on quality, price and promotion,
very complex through a large diversity of channels,
open-minded about wines from all over the world,
free of wine- and other taxes, excl. 19 % VAT,
strictly quality-managed.

15. Wine Consumer Survey in Germany in 2011: sample: 16 years and older,
total sample 2068 people,
1249 wine consumer (60 %)
Segmentation by social status:
A upper class
B middle class
C simple class
(by income,
education,
profession)

16. Prof. Dr. Dieter Hoffmann dieter. hoffmann@hs-gm
Prof. Dr. Dieter Hoffmann (new) (+49) Themen or Publication