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The wine market in Germany continued its downward trend in 2023. This was announced by the German Wine Institute (DWI) on the basis of figures from the market research company Nielsen IQ. Although sales remained stable compared to 2022, this was mainly due to higher prices. The average price for a litre of wine rose by five per cent or 19 cents to 4.08 euros. For German wines, the increase was as much as 31 cents to 4.51 euros, while foreign wines were eleven cents more expensive, costing an average of 3.76 euros. As DWI Managing Director Monika Reule explained, the price increases for German wines were unavoidable due to the massive rise in operating costs, but producers were unable to fully compensate for these increases.
The higher cost of living is also likely to be the reason for the reluctance to buy wine. Wine sales fell by four per cent. The number of households buying wine also fell by 4.5 per cent. Compared to 2022, nine per cent fewer German wines were purchased, which reduced their sales by two per cent. Wines from abroad only suffered a drop of one per cent and recorded an increase in sales of two per cent. However, the quantities bought per purchase did not decrease and more wine was consumed in the catering trade again.
The market share of German wines therefore fell by two percentage points to 42 per cent. Of the international wines, Italy was able to increase its market share by two percentage points to 17 per cent. Spain with 14 per cent and France with ten per cent were able to maintain their market shares. Due to the higher average price of German wines, their share of expenditure on wine was 47 per cent, which is one percentage point less than in 2022.
DWI boss Reule hopes that the market situation for German wine suppliers will ease when the economic situation for consumers improves again.