The wine market in Germany mirrors a bittersweet situation for Italian producers:
- On the one hand, according to the German Wine Institute (DWI), the wine consumption in relation to the analyzed population has lowered from 19,9 to 19,2 liters per capita during a timeframe from August 1ST 2022 to July 31st 2023
- On the other hand, the Italian wines export in Germany in the first 10 months of 2023 mark a growth of +4,8% with a total value of 980,4 million Euros.
For a comprehensive perspective, we sought the insights of Lars Seyfrid, operations manager at Interpartner Weinimport, operations manager at Interpartner Weinimport, a company specializing in wine and liquor imports in Norderstedt, a district in the city of Hamburg.
“Italian wines in the German market are fundamental – says Seyfrid yet they pose commercial challenges due to their widespread availability in specialized supermarkets in Germany and on the various e-commerce. They are also sold at convenient prices that increase the competition”.
The operations manager at Interpartner Weinimport adds that German consumers often focus their attention on labels from the most traditional and well-known Italian regions, such as Prosecco and Primitivo, leaving lesser-known Italian brands with little room to stand out.
“The German customer – Seyfrid continues – tends to stick with what is already established and shows little interest in exploring unknown products. However, effective communication and a strong marketing campaign could elevate lesser-known brands. In fact, given Germany’s diversity, the success of a label can significantly vary by region. For instance, consumers in Southern Germany have a preference for dry wines, whereas those in the North tend to favor wines with a bit of residual sugar”.
Deepening the communication topic, Seyfrid claims that it is fundamental to create a collaboration between institutions and companies:
“I strongly advocate for coordinated and collective communication over individual promotion. Italian institutions and industry bodies should organize tastings exclusive to trade professionals and customers, collaborating to enhance the promotion of Italian wines”.
Finally, it is crucial to consider the current trends:
“We anticipate a price decrease – Seyfrid says – due to the overall decline in alcohol consumption. Companies that fail to adjust their pricing strategies to this trend risk being surpassed by more affordable and economical alternatives”.
