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Fewer and fewer people in Germany are buying wine. This trend, which has been observed by consumer researchers for some time, is now also confirmed by the Competence Centre Wine Market & Wine Marketing Rhineland-Palatinate in Oppenheim. The evaluation of the number of wines submitted for quality wine testing in the federal state of Rhineland-Palatinate fell drastically in the first half of 2023, which can be attributed to weaker demand.
Thus, by the middle of the year, around 25 million litres less wine had been submitted, a drop of 9 per cent to 270 million litres and the largest decline since this data was first evaluated in 2005. The volume of white wines submitted fell by 7.7 per cent and that of rosé by 7.2 per cent. Their quantities thus roughly correspond to the pre-Corona level. Only 433,000 hl of red wine were submitted, a drop of 14 per cent and the lowest volume since 2005.
As the German Wine Institute (DWI) recently reported, buyer reach in Germany continues to decline. While 42 percent of households still bought wine in 2021, it was only 37 percent in 2022 and currently 36 percent. The quantities of wine purchased fell by 11.5 percent in the first quarter of 2023, as did the value by 4.3 percent. However, average prices increased, which is why the sales losses do not correspond to the sales declines. The negative development is likely to continue as more and more people in Germany reduce their spending on wine or do not consume wine at all.
(al / Source: weinmarketing.rlp)