The proportion of households that purchase wine is expected to continue declining further in Germany, since wine consumption prevalence is likely to remain significantly lower among young age groups compared to older generations, and as young adults are expected to drink alcohol more moderately due to increased health concerns. Young adults of a legal drinking age are also predicted to continue favouring other alcoholic drinks that are considered easier to consume and often have lower calorie content, notably RTDs.
Amid an overall weak performance predicted for wine, producers will be increasingly encouraged to focus on a positioning combining innovation and authenticity and to offer premium attributes to boost value growth. This is likely to be particularly evident when promoting wine tourism in regions such as the Mosel and the Rhine valleys and emphasising storytelling based on local terroir.
Wine producers may seek to broaden the category’s reach and appeal to younger age groups of legal drinking age by targeting consumption occasions not traditionally associated with wine, especially through the extension of their non alcoholic wine offer.
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Understand the latest market trends and future growth opportunities for the Wine industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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