In the past ten years, the buying behaviour of wine lovers has changed radically. The Nielsen statistics from 2020 published by the German Wine Institute (DWI) show: German consumers buy two thirds of their wine in discounters (39%) or in LEH (27%). In addition, online wine trade has been increasing massively since the Corona pandemic. Nine per cent of all wine purchases in 2020 were made over the internet - eight per cent from pure online retail chains, Amazon and vintners with their own shops. The big losers in the industry, on the other hand, are the local specialist retailers: Last year, only five percent of sales went over the counter at traditional wine retailers. These trends were already apparent before Corona - and have now been accelerated significantly with the pandemic. A return to old habits is therefore unlikely.
