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Online shops are the big winners in the German wine trade in 2023. This was announced by the German Wine Institute (DWI) on the basis of data from the market research company NielsenIQ. While wine sales fell by four per cent overall, online retail increased by two percentage points to a market share of 13 per cent. This was at the expense of the food retail trade, which lost market share to exactly the same extent. Only 64 per cent of all wines were purchased there, with discounters losing one percentage point each with a market share of 37 per cent and supermarkets with 27 per cent. 24 per cent of German wines were purchased either directly from producers or in their online shops.
Non-alcoholic wines were 27 per cent more popular with retailers. Their sales rose at the same rate, with turnover even increasing by 54 per cent, which can be attributed to the higher prices in this category. However, according to estimates, the share of non-alcoholic wines in the overall market does not exceed one per cent.
Compared to 2022, organic wines were able to maintain their market share of three per cent in terms of volume and four per cent in terms of turnover. The organically cultivated vineyard area increased by 1,300 hectares to 13,800 hectares in 2022, which is 13.6 per cent of the total vineyard area in Germany. Piwi grape varieties now account for around three per cent of the total vineyard area.
The shares of white wines with 47 per cent, red wines with 40 per cent and rosé wines with 13 per cent of wine purchases remained unchanged in 2023.
(al / Source: DWI)