Consumption of wine in Germany declined last year both in terms of sales volumes and value, new findings from the German Wine Institute (DWI) show.
According to the national trade body, the volume of wine purchased fell by 4%, while sales value dropped by 5%.
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Domestic wines were more affected by this decline, with sales volume down by 5% and sales revenue slumping 6%.
The data reflects the period from 1 August 2023 to 31 July 2024, covering a total market volume of 15.9 million hectolitres of wine and 2.6 million hectolitres of sparkling wine.
The trade confirmed to Just Drinks that the figures were based on a survey of purchases reported by 20,000 households, not including horeca.
DWI managing director Monika Reule attributed the decline to demographic changes, shifting consumption habits, and “more cost-conscious” purchasing behaviour due to the economic situation.
“Last year, 4% fewer households bought wine and paid particular attention to the price,” Reule said.
The average prices of both German and foreign wines fell in 2024 by 4 cents per litre for the first time since 2010, which the DWI attributed to “increased price sensitivity”.
Foreign wines however remained slightly less expensive at €3.72 ($3.9) per litre compared to German wines at €4.47 per litre.
This price difference contributed to a “slightly greater” demand for international wines, according to the report, leading to a one-percentage-point decline in the market share of domestic wines.
German wines accounted for 41% of total sales and 45% of total revenue.
Among imported wines, Italian wines retained the largest market share by volume at 18%, unchanged from the previous year.
Spanish wines followed at 14%, down one percentage point, while French wines held a 11% share, increasing 1% on the previous year.
An overall decline in wine consumption was also reflected in per capita figures, the DWI said.
The overall wine consumption for individuals aged 16 and over in Germany was 22.2 litres per capita, which is 0.3 litres less than in 2023.
Consumption of sparkling wines also fell, with Germans drinking 3.6 litres per capita, down by 0.2 litres.
Germany exported more wine year on year in the first quarter of 2024 despite ongoing pressure in the US, its largest market.
Volumes rose 9% in the opening three months of the year, with Germany shipping 283,000 hectolitres of wine, according to the Deutsches Weininstitut industry association.
The value of export sales also grew 9%, reaching €92m.
