the german wine marketacademyofwinebusiness.com/wp-content/uploads/2014/07/german_wine... · wine...
TRANSCRIPT
![Page 1: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/1.jpg)
The German Wine Market
Prof. Dr. Dieter Hoffmann,
Geisenheim University, 2014
![Page 2: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/2.jpg)
• Wine market • Import • Export • Structure (production, bottling) • Distribution • Margins, costs • Consumer behavior • Summary
Agenda:
![Page 3: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/3.jpg)
location of wine regions in Germany
Geisenheim
![Page 4: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/4.jpg)
Wine Market
![Page 5: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/5.jpg)
• Nr. 1 by imports 16 Mio. hl • Nr. 1 by sparkling wine consumpt. 4 l / head • Nr. 4 by total wine consumption 20 – 21 Mio. hl • Nr. 10 by wine production 9,5 Mio. hl • turnover retail level 7,0 Bill. € No wine tax (= EU wine tax: 0), only VAT, no limitation on trade: liberal
German wine market is …
![Page 6: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/6.jpg)
-75
-50
-25
0
25
50
75
I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIV I II IIIIVGeschäftserwartung(Sales Expectations)
Geschäftsklima(Economic Climate)
Geschäftslage(Economic Situation)
verbessert(increase)
verschlechtert(decrease)
6
2001 2002 2003 2004 2007 2008 2009 2005 2011 2013 2006 2010
Source: Institut für Betriebswirtschaft und Marktforschung der Hochschule Geisenheim
Economic situation in the German wine business … change to the previous year, Saldo +/- in %, Questionnaire from 150-200 companies, 1,5-1,8 Bill. €
2012
![Page 7: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/7.jpg)
Consumption of alcoholic beverages in Germany
*) Vorläufig, a) Schätzung. - b) Einschl. Wermut- und Kräuterwein (ohne Schaumwein); c) einschl. Spirituosen-Mischgetränke ** bis 1990 nur BRD, ab 1995 Deutschland gesamt, Source: ifo Institut und M. Breitenacher (auf der Grundlage von Daten der Branchenverbände).
0
20
40
60
80
100
120
140
160
0
5
10
15
20
25
1950
1955
1960
1965
1970
1975
1980
1985
1990
**
1995
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
a)
BeerLiter / Capita
Wine b) Sparkling Wine Spirits c) Beer
WineSparkling WineSpirits
Beer
Wine b)
Spirits
Sparkling Wine
![Page 8: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/8.jpg)
0
5
10
15
20
25
50/5
151
/52
52/5
353
/54
54/5
555
/56
56/5
757
/58
58/5
959
/60
60/6
161
/62
62/6
363
/64
64/6
565
/66
66/6
767
/68
68/6
969
/70
70/7
171
/72
72/7
373
/74
74/7
575
/76
76/7
777
/78
78/7
979
/80
80/8
181
/82
82/8
383
/84
84/8
585
/86
86/8
787
/88
88/8
989
/90
90/9
191
/92
92/9
393
/94
94/9
595
/96
96/9
797
/98
98/9
999
/00
00/0
101
/02
02/0
303
/04
04/0
505
/06
06/0
707
/08
08/0
909
/10
10/1
111
/12
12/1
313
/14*
Import
Export
Consumption, total
Mio. hl
stocks
German wine production1)
2) 3)
1) Wirtschaftsjahre 1.9. – 31.8.; 2) ab 1990/ einschl. der neuen Bundesländer; 3) ab der Periode 00/01 erstreckt sich das Wirtschaftsjahr vom 1.8. bis 31.7. , 4) Umstellungseffekt durch Einführung des Binnenmarktes Source: Weinmarktbilanz des Deutschen Weinbauverbandes und des Statistischen Bundesamtes, * estimation
4)
Wine- and sparkling wine market (total) in Germany Wine Production , Stocks, Export, Import, Consumption in Mio. hl
![Page 9: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/9.jpg)
1) bis 1990 BRD, ab 1994/95 Deutschland gesamt, Source: eigene Berechnungen und Daten der Weinmarktbilanz des Deutschen Weinbauverbandes und * Schätzung 9
17,2
6,2
4,1
11,0
3,2
0
2
4
6
8
10
12
14
16
18
20
1965
1970
74/7
5
79/8
0
84/8
5
89/9
0
94/9
5
95/9
6
96/9
7
97/9
8
98/9
9
99/0
0
00/0
1
01/0
2
02/0
3
03/0
4
04/0
5
05/0
6
06/0
7
07/0
8
08/0
9
09/1
0
10/1
1
11/1
2
12/1
3
13/1
4*
Wein gesamtTotal wine
WeißweinWhite Wine
Deutscher WeißweinGerman White Wine
Rot-/RoséweinRed/Roséwine
Deutscher Rot-/RoséweinGerman Red/Roséwine
Mio. hl
Still wine consumption
by color and origin
![Page 10: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/10.jpg)
Import of wine to Germany
![Page 11: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/11.jpg)
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (nach Einführung des Binnenmarktes). Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7 und * Schätzungen
Wine import to Germany: categories (Volume)
11
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
16,0
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
TafelweinTable Wine
QualitätsweinQuality Wine
WeißweinWhite Wine
RotweinRed Wine
Wein gesamtWine Total
Mio. hl
1)
Still Wein Import gesamt
Tafelweine
Weißwein
Rot- u. Roséwein
Qualitätsweine, u. a. AOP, DOP's
![Page 12: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/12.jpg)
FlaschenweinBottled Wine
FassweinBulk Wine
Wein gesamtTotal
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
16,0
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
FlaschenweinBottled Wine
FassweinBulk Wine
Wein gesamtTotal
Mio. hl
1)
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (nach Einführung des Binnenmarktes). Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7 und * Schätzungen
Wine import to Germany: (Volume) in bottles and bulk
12
![Page 13: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/13.jpg)
Source: Quelle: Statistisches Bundesamtes, Außenhandel, Fachserie 7
Wine import to Germany: countries (volume)
13
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
1950
1951
1952
1953
1954
1955
1956
1957
1958
1959
1960
1961
1962
1963
1964
1965
1966
1967
1968
1969
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
hl
FrankreichFrance
ItalienItaly
SpanienSpain
ÖsterreichAustria
Neue WeltNew World
![Page 14: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/14.jpg)
1)
14
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (Einführung des Binnenmarktes). 2) geschätzter Wert aufgrund erforderlicher Korrekturen wegen falscher Zuordnung bei Meldungen. Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7, * Schätzungen
2)
0,0
0,5
1,0
1,5
2,0
2,5
19
85
19
86
19
87
19
88
19
89
19
90
19
91
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
*
Tafelwein weißTable Wine white
Tafelwein rot/roséTable Wine red/rosé
Qualitätswein weißQuality Wine white
Qualitätswein rot/roséQuality Wine red/rosé
Mio. hl
1)
2)
Import of bottled wines to Germany (volume)
![Page 15: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/15.jpg)
15
2)
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (Einführung des Binnenmarktes). 2) geschätzter Wert aufgrund erforderlicher Korrekturen wegen falscher Zuordnung bei Meldungen. Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7; * estimation
0,0
1,0
2,0
3,0
4,0
5,0
6,0
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
Mio. hl
Tafelwein weißTable Wine white
Tafelwein rot/roséTable Wine red/rosé
1)
2)
Import of bulk wines to Germany (volume)
![Page 16: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/16.jpg)
16
2)
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (Einführung des Binnenmarktes).
Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7, * estimation
0
10
20
30
40
50
60
70
80
90
100
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
Tafelwein weißTable Wine white
Tafelwein rot/roséTable Wine red/rosé
€/ hl
1)
Import of bulk wines to Germany (value/l)
![Page 17: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/17.jpg)
Export of wine from Germany
![Page 18: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/18.jpg)
0
100
200
300
400
500
600
700
800
900
1000
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
1950
1951
1952
1953
1954
1955
1956
1957
1958
1959
1960
1961
1962
1963
1964
1965
1966
1967
1968
1969
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
*20
12*
Mio. €Mio. hl
Wein gesamt: Menge Deutscher Wein: MengeWein gesamt: Wert Deutscher Wein: Wert
Volume
Value
Export of wine from Germany (Volume und Value)
Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7 und * vorläufige Daten 18
Still wines, total
German wines
![Page 19: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/19.jpg)
1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (nach Einführung des Binnenmarktes). Source: Statistisches Bundesamtes, Außenhandel, Fachserie 7 und * estimation
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
TafelweinTable Wine
QualitätsweinQuality Wine
WeißweinWhite Wine
RotweinRed wine
Gesamttotal
QW weiß Flasche
Mio. hl
1)
19
Wein gesamt Total wine
Tafelwein Table wine
Weißwein White wine
Rotwein Red wine
Qualitätswein Quality wine
Wine export from Germany (volume)
Qualitätswein, weiß, Flasche
![Page 20: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/20.jpg)
Structure of the wine industry in Germany
![Page 21: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/21.jpg)
Baden 15837 ha
Franken 6109 ha
Pfalz 23445 ha Württemberg 11421 ha
Hess. Bergstraße 436 ha
Rheinhessen 26523 ha
Nahe 4155 ha
Mittelrhein 456 ha
Mosel -Saar- Ruwer 8871 ha
Ahr 559 ha
Saale-Unstrut 735 ha
Rheingau 3107 ha
Sachsen 478 ha
Wine regions in Germany: total acreage under vine (in ha) 102 200
Geisenheim
![Page 22: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/22.jpg)
22 Source: Statistisches Bundesamt, * estimation
Key figures of the wine production
0
20
40
60
80
100
120
0
2
4
6
8
10
12
14
16
18
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
*
Mio. hl1000 Hektar
wine total
surface in production
Tafelwein Qualitätswein
Prädikatswein
Prädikatswein
(PDO)
(PDO)
(PGI)
![Page 23: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/23.jpg)
23
Development of the cultivated grape surface for white wine varieties in Germany
Source: Statistisches Bundesamt
1964 1972 1975 1980 1985 1990 1995 1998 2000 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013Riesling 17,1 18,8 18,9 18,9 19,6 21,7 23,1 22,6 22,1 21,1 20,6 20,8 21,2 21,7 22,4 22,6 22,6 22,6 22,8 23,3Grauburgunder 1,3 2,9 3,2 3,4 3,1 2,5 2,5 2,6 2,8 3,1 3,8 4,2 4,4 4,4 4,5 4,6 4,7 4,9 5,0 5,3Weißburgunder 0,0 0,7 0,8 0,8 0,9 1,2 1,8 2,2 2,6 3,0 3,2 3,3 3,5 3,6 3,7 3,9 4,1 4,3 4,4 4,6Müller-Thurgau 14,1 21,8 23,4 25,0 25,3 24,8 23,5 21,3 20,0 17,3 15,0 14,3 14,0 13,8 13,7 13,6 13,6 13,4 13,1 12,9Silvaner 18,8 16,7 13,5 10,2 8,1 7,7 7,5 7,0 6,7 6,1 5,6 5,4 5,3 5,3 5,2 5,2 5,2 5,2 5,1 5,1Kerner 0,0 0,8 2,8 4,9 7,0 7,7 7,6 7,0 6,5 5,6 4,6 4,3 4,0 3,8 3,7 3,6 3,5 3,3 3,1 3,0
0
5
10
15
20
25
30
1.00
0 H
ekta
r
Riesling
Kerner Silvaner
Müller-Thurgau
Weißburgunder, Pinot blanc Grauer Burgunder
![Page 24: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/24.jpg)
24
1964 1972 1975 1980 1985 1990 1995 1998 2000 2002 2004 2005 2006 2007 2008 2009 2010 2011Blauer Spätburgunder 1,8 2,9 3,3 3,6 4,5 6,2 7,2 8,2 9,3 10,6 11,4 11,7 11,8 11,8 11,8 11,7 11,7 11,8Portugieser 5,3 4,7 3,9 3,0 3,2 4,3 4,4 4,7 5,0 5,0 4,9 4,8 4,7 4,6 4,4 4,2 4,1 4,0Trollinger 1,7 1,9 1,9 1,9 2,2 2,5 2,5 2,6 2,6 2,6 2,6 2,5 2,5 2,5 2,5 2,4 2,4 2,4Schwarzriesling 0,3 0,8 0,9 1,0 1,5 2,0 2,1 2,2 2,4 2,5 2,5 2,5 2,4 2,4 2,4 2,3 2,3 2,2Dornfelder 0,2 0,6 1,5 2,1 3,2 4,4 6,7 8,2 8,3 8,2 8,2 8,1 8,0 8,0 8,0
0
5
10
15
1.00
0 H
ekta
r
Source: Statistisches Bundesamt
Spätburgunder
Trollinger
Schwarzriesling
Portugieser
Dornfelder
Development of the cultivated grape surface for red wine varieties in Germany
![Page 25: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/25.jpg)
Structure of the wine production in Germany
Cultivated Grape Area : 98 000 ha in production Wine Production (2013) : 9.2 Mio. hl on Average (2010: 6.9) Wine Growers : 26.000 > 0.3 ha (+ 30 000 < 0.3 ha)
Wine Cooperatives (With own vinification and bottling) Number: 111 Members: ca. 49 000 Surface under vine: 32 000 ha Production: 2.8 Mio. hl Sales (Mio. hl): Bulk wines Bottled Wines 0.4 2.4
Wine Growers with Bulk Wine Number: ca. 10 000 Surface under vine: 36 000 ha Production: ca. 3.4 Mio. hl Sales (Mio. hl): Bulk wines 3.4
Wine Estates Selling Bottled Wines Number: ca. 8 000 Surface under vine: ca. 30 000 ha Production: 3.0 Mio. hl
Sales (Mio. hl): Bulk wines Bottled Wines 0.4 2.6 Source: www.weinoekonomie-geisenheim.de
![Page 26: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/26.jpg)
Distribution of wine in Germany
![Page 27: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/27.jpg)
Structure of wine bottling in Germany Import Bulk Wine 8.5
‚Sparkling‘ Wineries Number: 1123, (10 for 90 %) Production: 2.85 mill. hl
‚Still Wineries‘ Number: ca. 200 Production: 9.8 mill. hl
Bottled Wine 6.5 (5.5 Stat. BA) (Pearl Wine 0.7)
Sparkling Wine Export: 0.4 Import: 0.85
Export Bulk Wine: 0.5 Bottled Wine: 3.1
German bulk wine: 0.2: German bulk wine: 4.0:
3.3 Sparkling Wine
2.7 5.8
9.8 still wineries 2.4 cooperatives 2.6 estates 14.8 total
17.7 Still Wine
Total 21.0 mill. hl
(in mill. hl)
Source: www.weinoekonomie-geisenheim.de,
![Page 28: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/28.jpg)
14.6
3.1
2.2
1.9
1.6
1.1
(€/l)
Supermarket, u.a. (3.60) (50 000)
discount (2.50) (15 000)
Spec. Wine shops (10.00) Versand, Internet (4 000)
Estates and (6.00) cooperatives (8 000) (In- und Ausland)
On premise
Home- consumption
7.9
4.5
1.0 2.0
(Volume in Mill. hl, (%), Value in Bill. €)
POP: home consumption DWI/GfK IfBM new hl Volume (hl) Value (Bill. €)
17.7
POP structure of the German wine market 2013
Source: DWI / GfK (2014) and G. Szolnoki, D. Hoffmann (2014) Neue Weinkunden-Segmentierung, Geisenheim
(only still wines)
32%
30%
23%
15%
14%
7%
31%
48%
27%
13%
30%
30% 4.4
4.4
1.9
3.9
Summe 100% 14,6 6.8 (average price 4.65 €/l)
60% 38%
![Page 29: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/29.jpg)
German and imported Wines 2013 in the German wine market (in mill. hl)
21.0 **
DW* 7.5
3.3
3.1
14.6
3.1
IW 3.2
DW 1.2
total
Supermarkets
Discount
Wine shops
Estates, Coop‘s
Out door consumption
POS Sekt
• IW = imported wines, DW = German wines ** estimated total consumption, incl. not official reported private imports
Source: own estimation by Dieter Hoffmann, Geisenheim
IW* 13.5
DW 7.3
IW 10.4
17.7
still wines
0.2
0.7 2.4
DW 6.6
IW 8.0
home cons.
3.9 1.9
4.4
4.4
IW 2.6
DW 1.8
IW 1.3
DW 3.0
IW 0.9
DW 0,6
![Page 30: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/30.jpg)
• 14 000 discounter • 10 500 super / hypermarkets • 4 000 wine shops; 70 % individuals • 50 000 restaurants with wine, 90 % individuals • 8 000 wine estates (direct marketing) • 111 wine cooperatives (direct marketing) • Large number of offers by (e)-mail services (internet)
Structure of the wine trade in Germany
Source: www.weinoekonomie-geisenheim.de
![Page 31: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/31.jpg)
Margins and costs in Germany
![Page 32: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/32.jpg)
• Discounter 10-20 % of the retail price • Super / Hypermarkets 25-35 % of the retail price • Wine shops 35-50 % of the retail price • Restaurants 70-80 % of the rest. price • Whole saler 15-25 % of wholes. price • Agents 2-20 % of price
Margins in the wine trade in Germany
Source: www.weinoekonomie-geisenheim.de
![Page 33: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/33.jpg)
• are open-minded about the origin of wines, • are surfing through the offers on the shelf, • make their choice first by taste, • are price-sensitive, but not price-fixed, • choose their P.o.P. depending on occasions • love wine drinking.
German wine drinkers …
Source: www.weinoekonomie-geisenheim.de
![Page 34: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/34.jpg)
• highly attractice because of increasing demand, • very competitive on quality, price and promotion, • very complex through a large diversity of channels, • open-minded about wines from all over the world, • free of wine- and other taxes, excl. 19 % VAT, • strictly quality-managed.
Summary: the German wine market is …
Source: www.weinoekonomie-geisenheim.de
![Page 35: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/35.jpg)
Summary:
• Wine market is still growing • German wines compete with cheap bulk wines
from all over the world • German whites and reds are on success • The premium market (≥ 5 € a.m.) accounts for 40 % of volume and 62 % of value ! • The German wine market is very dynamic !!!
![Page 36: The German Wine Marketacademyofwinebusiness.com/wp-content/uploads/2014/07/German_Wine... · Wine Production , Stocks, Export, Import, Consumption in Mio. hl 1) bis 1990 BRD, ab 1994/95](https://reader033.vdocument.in/reader033/viewer/2022041502/5e2284173c1052772d7d836f/html5/thumbnails/36.jpg)
Prof. Dr. Dieter Hoffmann [email protected] [email protected] (private) (+49) 06722-502-381 (+49) 06723-1593 (private) www.weinoekonomie-geisenheim.de
Contact