Millennials and generation Z are increasingly adopting alternative consumption patterns to the tradition of drinking wine in Germany. Older generations have been leading the consumption of wine, especially still light grape wine, assuming knowledge of their particular features and food pairing potential.
Some of the key drivers likely to help consumers become more knowledgeable about wine and sustain off-trade sales include continued consumption of wine at home as social entertainment, the development of home delivery services as an alternative to cooking, and the rising interest in pairing food and wine. The curiosity for wines will also benefit premium German wine, as there is interest in protecting local businesses.
Despite most promotions for still rosé wine being made in the warmer seasons, this type of wine is seeing less seasonality. However, in Germany, still red and white wine are preferred over still rosé wine, and are expected to see better performances than still rosé wine in the forecast period.
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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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