While wine consumption in Germany has remained fairly stable over the years (albeit with a downward trend), the USA has been growing for a long time. In 2023, however, consumption is said to have declined here too, as can be seen from the latest Silicon Valley Bank report.
In the major wine-growing countries of Italy, France and Spain, consumption has fallen particularly dramatically.
Wine sales in Germany
Although wine sales in Germany fell by 4% in 2023 compared to the previous year and the number of households buying wine fell by as much as 4.5%, sales remained stable. As the German Wine Institute (DWI) reports with reference to Nielsen data, the decline in sales is mainly due to the loss of consumer households. This is likely to have affected food retail sales in particular. Those who continued to buy wine mostly did so in the same quantities and with the same frequency as in the previous year - albeit at higher average prices.
As DWI managing director Monika Reule explains, the constant sales level despite declining purchase volumes is due to a higher price level. In 2023, the average price for all wines rose by 19 cents to €4.08/l compared to the previous year (+5%).
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