The wine market in Germany in 2012
Prof. Dr. Dieter Hoffmann,
Geisenheim University, 2013
2
Nr. 1 by imports 16 Mio. hl
Nr. 1 by sparkling wine consumption 4 l / head
Nr. 4 by total wine consumption 21 Mio. hl
Nr. 11 by wine production 9.5 Mio. hl
turnover retail level 7.3 Bill. €
No wine tax, only VAT, no limitation on trade: liberal
German wine market was in 2012…
3
Production: 9.0 Mio. hl after 9.2 Mio. hl in 2011
Consumption: in volume + 2 - 5 %
in value + 6 %
Export: in volume + 4 %
Import: in volume + 2 %, mainly for re-exporting
decrease of imports in bottles and
increase of imports in bulk
German wine market was in 2012 …
4
78/7
9
79/8
0
80/8
1
81/8
2
82/8
3
83/8
4
84/8
5
85/8
6
86/8
7
87/8
8
88/8
9
89/9
0
90/9
1
91/9
2
92/9
3
93/9
4
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*
0
5
10
15
20
25
Import
Export
Total consumption
Mio. hl
German Wine Production
3)
2)1)
Stock
German wine market in 2012 …
5
Jan
00
Apr
00
Jul
00
Oct
00
Jan
01
Apr
01
Jul
01
Oct
01
Jan
02
Apr
02
Jul
02
Oct
02
Jan
03
Apr
03
Jul
03
Oct
03
Jan
04
Apr
04
Jul
04
Oct
04
Jan
05
Apr
05
Jul
05
Oct
05
Jan
06
Apr
06
Jul
06
Oct
06
Jan
07
Apr
07
Jul
07
Oct
07
Jan
08
Apr
08
Jul
08
Oct
08
Jan
09
Apr
09
Jul
09
Oct
09
Jan
10
Apr
10
Jul
10
Oct
10
Jan
11
Apr
11
Jul
11
Oct
11
Jan
12
Apr
12
Jul
12
Oct
12
0
50
100
150
200
250
Frankreich, Vins de Table Elsass, Riesling Italien, Pinot Grigio IGT Spanien, Cuenza weiß Rheinhessen, Standard weiß QbAPfalz (SW)-Riesling QbA (SW)
Bulkwine Prices of Selected Wine Categories in Europa ( in €/hl)€/hl
6
Economic situation in wine business in Germany in 2012
7
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
16,0
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
*
TafelweinTable Wine
QualitätsweinQuality Wine
WeißweinWhite Wine
RotweinRed Wine
Wein gesamtWine Total
Mio.
1)
Still wine import total
Table Wine
White Wine
Red Wine
AOP, DOP's
Source: www.weinoekonomie-geisenheim.de
Import of still wine (till 15 % vol.) to Germany
8
( 15 % vol.) Source: www.weinoekonomie-geisenheim.de
Import of bulk wines to Germany
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
*
Tafelwein weißTable wine White
Tafelwein rot/roséTable Wine Red/Rosé
Qualitätswein weißQuality Wine White
Qualitätswein rot/roséQuality Wine Red/Rosé
Mio. hl
1)
9
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
Mio. hl 1000 Hektar
Wein gesamt
Ertragsrebfläche
Tafelwein
Qualitätswein
Prädikatswein
Prädikatswein
Source: www.weinoekonomie-geisenheim.de
Wine production in Germany
Structure of wine production in Germany 2012
Cultivated Grape Area : 98 000 ha in productionWine Production : 9.2 Mio. hl on Average (2010: 6.9)Wine Growers : 26.000 > 0.3 ha (+ 25 000 < 0.3 ha)
Wine Cooperatives(With own vinification and bottling)
Number: 111Members: 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 WineNumber: 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 WinesNumber: 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
Structure of wine bottling in Germany (Mio. hl) 2012
Import Bulk Wine 9.5
‚Sparkling‘ WineriesNumber: 1123, (10 for 90 %)Production: 2.85
‚Still Wineries‘Number: ca. 200Production: 10.9
Bottled Wine 5.5(Pearl Wine 0.7)
Sparkling Wine
Export: 0.4Import: 0.85
Export
Bulk Wine: 0.7 Bottled Wine: 3.7
German bulk wine: 0.2: German bulk wine: 4.0:
3.3Sparkling Wine
2.76.9
10.9 still wineries 2.4 cooperatives 2.6 estates15.9 total
17.7Still Wine
Total 21 Mio. hl
Source: www.weinoekonomie-geisenheim.de
14.6
1.1(3.50)
3.1
2,6
1,2
5.1
5.7
•Value ValueBill. € (outlets) (€/l) Bill. €
Super-/Hypermarket (3.80)(40 000)
Discount (2.60) (14 000)
Wine shops (10.00)(4 000)
Estates and (6.00) Cooperatives(8 000)
outdoor
6.2
home consumption
mas
s m
arke
t
pre
miu
m m
arke
t
1.5
1.9
1.2
1.6
3.9
3.4
VolumeMio.hl
P.o.P.‘s for home consumption7.3 17.7
Volume ValueMio. hl Bill. €
Still wine distribution in Germany in 2012
Source: www.weinoekonomie-geisenheim.de
13
• declining production -worldwide-
• increasing consumption
• new products: Glühwein
• increasing prices
• fast globalisation of the wine market
• Germany: the central European bottling location
Trends in the wine market
14
highly attractice because of increasing demand,
highly attractive because of fast increasing imports,
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 …
15
Wine Consumer Survey in Germany in 2011:
sample: 16 years and older,
total sample 2068 people,
1249 wine consumer (60 %)
Segmentation by social status: A upper class
B middle class
C simple class
(by income, education, profession)
16
Prof. Dr. Dieter Hoffmann
[email protected] (new)
(+49) 06722-502-381
www.weinoekonomie-geisenheim.de/
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