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Lugana, Prosecco and Primitivo di Manduria are the most popular Italian wines with a protected designation of origin in Germany. This is confirmed by current figures from the e-commerce observatory of the market research institute Nomisma Wine Monitor in cooperation with the Italian online wine retailer vino.com.
According to the statistics, Germany remains the second most important market for Italian wines after the USA. In Germany, 80 percent of wine purchases are still made by Baby Boomers (born 1946-1964) and Generation X (1965-1979). However, the Millennials and Generation Z were on the advance. 38 per cent of the approximately 2.7 billion euros spent on foreign wine in Germany went to Italian wines. All in all, the German market has shown stability in imports from Italy over the past five years.
According to the Observatory's data, red wines were the Germans' preferred category in 2022. They accounted for 48 per cent of all bottles sold online by vino.com in Germany, followed by white wines (29%) and sparkling wines (18%) from Italy.
The top ten Italian wines with protected designation of origin purchased online by Germans include, above all, Primitivo di Manduria, Chianti Classico and Amarone della Valpolicella. As for the average expenditure per bottle by German consumers, it ranges from 9.60 euros for white wines to 12.80 euros for red wines and 18.10 euros for sparkling wines.
"With 1.1 million bottles sold, Germany is the most important European market for Vino.com: we have been directly present on the German market since 2020 and can thus provide representative figures," emphasises Andrea Nardi Dei, CEO and founder of vino.com.
(ru / Source: Winenews)