German Wine Sales Decline as Consumers Prioritize Cost

A growing focus on affordability has led to reduced wine purchases and falling prices in Germany, impacting both domestic and imported wines.

Wine consumption in Germany decreased by 4% in 2024, with households becoming more price-conscious, according to the Deutsche Weininstitut (DWI).
The average price of both domestic and imported wines fell slightly for the first time since 2010 due to heightened cost sensitivity among consumers.
Domestic wines experienced a sharper decline, with a 5% drop in sales volume and a 6% drop in revenue, compared to imported wines.
Market share for German wines decreased by one percentage point, with domestic wines now accounting for 41% of sales volume and 45% of revenue.
Italian wines retained the largest market share among imports at 18%, followed by Spanish wines at 14% and French wines at 11%.