The numbers of the wine market in Germany in the year of the pandemic.
“Despite the closure of the horeca, Germany has reconfirmed itself as one of the European countries with the highest consumption of wine even during the year of the pandemic”.
In fact, in 2020, wine consumption in Germany increased by 4.8% compared to 2019, with a consumption of 24 liters per capita per year. The most obvious change, however, concerned where the wine is bought. Horeca saw a 90% decline, while off-trade drove sales and accounted for 79% of total sales, of which 50% in discount stores. The off-trade therefore recorded +6% in volume and +8% in value.
“Online sales were already a small part of overall wine sales, probably around 6%, but this appears to have increased by 9%. The main players are Hawesko, Belvini, Vicampo, WirWinzwer and Lobenbergs Gute Weine”.
German wines in the retail trade have increased their market share, reaching 47%; while imported wines recorded a drop of 5.9%. In particular, Italian wine lost 9% in volume but increased the value by 2.6% (a decisive shift towards more prestigious wines). “Sales of red wines remained unchanged at 42% while rosé wines increased by 12%, reducing the share of white wines to 46%”.
The complete Wine Meridian article is available here.