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The German Wine Institute (DWI) has published the first study on the importance of specialty retail for German wineries. Over 400 wineries participated in the sales analysis conducted by the Geisenheim University. The study is based on 10.8 million sales positions amounting to 144.2 million liters valued at €972.6 million. Weighted data on sales, volume, and revenues from wineries in the eight largest growing regions: Rheinhessen, Pfalz, Baden, Württemberg, Mosel, Franken, Nahe, and Rheingau from 2021 to the first half of 2024 were analyzed. These eight growing regions account for 97 percent of the German vineyard area. No data is available for the five smaller growing regions: Saale-Unstrut, Ahr, Sachsen, Mittelrhein, and Hessische Bergstraße.
In 2023, 25.3 percent of the total sales of wineries of 184 million liters were attributed to specialty retail, which is 45.9 million liters. The value was €278 million. The share of total sales of €1.28 billion is lower at 21.6 percent than the volume share. The sales shares vary significantly between the regions. They are highest in Pfalz (29.3%), Württemberg (24.3%), and Baden (22.9%). In the other growing regions, they range between 21 percent and 13 percent.
For 0.75-liter bottles, the revenue of wineries in specialty retail is €6.94 per liter. The volume-weighted average revenue is €4.52, which corresponds to €6.03 per liter. Revenues differ significantly between the growing regions. The highest per 0.75-liter bottle are in Rheingau (€6.37), Mosel (€6.31), and Württemberg (€5.31). Franken and Baden are in the middle range. The lowest revenues are in Nahe (€3.74), Pfalz (€4.03), and Rheinhessen (€4.06).
With a share of 23.1 percent, almost every fourth bottle sold by wineries to specialty retail is a liter bottle. The revenue is only €3.40, which is half of that of 0.75-liter bottles. Overall, in the pandemic years 2021 and 2022, the sales of wineries in specialty retail increased by five percent compared to 2019, and the revenue even increased by 19 percent. By mid-2024, sales decreased by 14 percent and are now nine percent below pre-crisis levels. Revenue also fell in 2024. Increasing price sensitivity is cited as the reason.
(al / Source: DWI)