Wine knowledge
Declining Consumption, Higher Quality
Wine consumption in Germany has been falling for years – yet this signals not a crisis, but a shift in direction. The figures show that Germans are drinking less, but better.
1 min read
The Decline in Figures
According to the German Wine Institute, per capita wine consumption in Germany was still around 24.5 litres in 2010. By 2023, it had fallen to just 19.9 litres – a decline of more than 18 per cent in a little over a decade. By comparison, Germans regularly drank more than 30 litres per person in the 1980s.
Germany is also falling behind internationally: although consumption in France is likewise declining (just 40 litres per capita in 2023, compared with 120 litres in the 1960s!), Germans have long since rediscovered beer as their national drink of choice – although consumption there is also trending downwards.
Reasons for the Decline
Health awareness: The “mindful drinking” movement is gaining momentum. Young people in particular are drinking significantly less.
Demographics: An ageing society is changing consumption patterns. Less partying, less occasional drinking.
Alcohol-free alternatives: According to a Nielsen study, sales revenue from alcohol-free wines and sparkling wines in Germany grew by 23 per cent in 2023.
Pandemic effects: Consumption rose briefly during the coronavirus lockdowns, but the trend reversed afterwards.
Quality over Quantity
The decline in sales revenue does not mean that winegrowers are earning less. On the contrary, the average price per bottle of wine has risen by almost 40 per cent since 2010. German consumers are willing to spend more money on less wine.
This is also reflected in market developments: organic wines now account for more than 12 per cent of wine sales by volume. Demand for premium wines from small vineyard sites is increasing. The trend is towards wine subscriptions and curated online ordering, which allow for higher price points.
Opportunities for Winegrowers
For the industry, this means a change in thinking: cheap wine faces a tougher market, while premium products benefit. Small, artisanal wineries that focus on quality and authenticity are gaining market share in particular.
Conclusion
Germany is drinking less wine – but better. For winegrowers, this is not a crisis, but an invitation to shift their focus: away from quantity and towards quality.
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