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According to a representative sales analysis by the German Wine Institute (DWI), the wine sales of German wineries decreased by an average of 6.6 percent in 2024, while revenue fell by 3.6 percent. The gastronomy, online trade, airlines, and duty-free trade were particularly affected. Despite an increase in the average revenue of 3.2 percent to 7.20 euros per liter or 5.40 euros per 0.75-liter bottle, the decline in revenue could only be partially compensated. Revenues fell back to the level of 2021, while the quantity of wine sold in 2024 only reached 88 percent of the value of 2021.
The first-time survey is based on sales data from around 400 wineries from the eight largest German growing regions and was developed by the Geisenheim University under the direction of Prof. Simone Loose.
With a revenue share of 46 percent, direct marketing remains the most important distribution channel in Germany. However, the sales of wineries decreased by four percent. Due to the increase in revenues of 3.4 percent, the revenue remained almost stable with a decrease of 0.7 percent, as did the figures in exports. The specialized trade, with a revenue share of 21 percent, recorded a sales decline of five percent, but the decline weakened compared to the previous year. Thanks to a revenue increase of 1.6 percent, the revenue decline was moderate at 3.5 percent. The gastronomy, as the third-largest distribution channel, recorded particularly strong losses with a sales decline of nine percent and a revenue decrease of 7.7 percent. Reasons for this, according to the report, are the increase in value-added tax, "structural problems in the industry," and lower disposable income.
(al / Source: DWI)