Competitive Landscape
Aldi and Lidl Retain Leadership as Brands Close the Price Gap
Wine in Germany remained moderately concentrated at the end of the review period. Aldi Einkauf led with a 22% share of total volume sales in 2025, followed by Lidl Stiftung with a 12% share.
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Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Germany?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Wine in Germany - Category analysis
Key Data Insights
Wine Summary
Still White Wine Reinforces Lead as Younger Adults Look for "Lighter" Taste Profiles in Wine
Non Alcoholic Wine Shows Dynamism, While Sparkling Wine Adds Value
Producers Invest in Premium Positioning and Heritage Initiatives to Add Value to Sales
Still Light Grape Wine to Continue to Dominate Consumption, While Non Alcoholic Wine Drives Growth
Packaging Diversification to Meet Consumer Needs
Aldi and Lidl Retain Leadership as Brands Close the Price Gap
Discounters Attract Cost-Conscious Shoppers as Price-Sensitivity Rises
Fürst Von Metternich Accelerates Non Alcoholic Wine Adoption through Premium Innovation
Rossmann Disrupts Packaging Norms with Lightweight Cardboard Wine Bottles
Geldermann Leverages Exclusivity and Premiumisation to Engage Discerning Consumers
Alcoholic Drinks in Germany - Industry Overview
2025 Developments
Key Data Insights
Declining Volumes Contrast with More Stable Value Sales Amid Changing Consumption Trends
Beer Dominates Volume Despite the Moderation Trend, While Rtds Surge on Innovation
Kolonne Null’S Super Premium Non Alcoholic Wine Exemplifies Nolo Revolution
Consumers Embrace Moderation, While Value Sales Are Resilient Despite a Subdued Economy
Brands Leverage Flavour, Energy Boost and Nolo Innovation to Engage Consumers
Rtds to Continue to Leverage Innovation to Drive Growth
Radeberger Gruppe Leverages a Broad Portfolio to Retain the Lead in a Fragmented Competitive Landscape
Discounters Win through Aggressive Pricing, While E-Commerce Makes Gradual Gains
On-Trade Struggles Amid Outlet Closures While Fine Weather Supports Seasonal Beer, Rtds and Cider Sales
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Health Awareness Drives Growth of Nolo Products
Partnerships with Soft Drinks Firms Fuel Innovation and Variety
Innovation Reshapes Consumer Targeting and Market Dynamics
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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