White wine on the rise: retailers are reacting to changing drinking habits

White wine on the rise: retailers are reacting to changing drinking habits

A lot has happened in the wine world in recent years. Especially in the region around Offenbach-Bieber, wine merchants are showing how important it has become to adapt to new drinking habits. The wine merchant Jörg Siebert reports a remarkable increase in white wine consumption, while general wine consumption in Germany is increasingly declining. This has a noticeable impact on smaller wine retailers who are trying to counteract this development. Frank Steller in particular, who runs a wine shop in Bruchköbel, sees the changes as positive.

Wine consumption in Germany has reached historic lows. According to the German Wine Institute, per capita wine consumption by those over 16 years old fell to just 22.5 liters in 2023. Red wine consumption is noticeably weakening, while white wine and rosé are enjoying growing popularity. These trends are also reflected in the current distribution of wine-based drinks: 70% are white wine, followed by 20% red wine and the rest sparkling wine and rosé. In the past it was exactly the opposite, which shows how much consumer preferences have changed.

New opportunities in the wine trade

Jörg Siebert, who took over his father's label factory in 1993 and founded the wine shop “Solo Vino” in 2005, does not have a brick-and-mortar store, but rather runs a collection warehouse. He has noted that demand for more expensive wines is partially offsetting the stagnation in wine sales. His range includes Italian wines, but also wines from South Tyrol, France, Germany and South Africa. At Siebert, customers can find everything from the inexpensive Greco Bianco from Calabria for 6 euros to fine wines such as the Harlequin 2009 for an impressive 240 euros.

Frank Steller, who opened an online wine shop in 2003 and now runs a brick-and-mortar shop, is struggling with high demand for rosé wines, which has increased from initially 3-4 offers to now 30. He specializes in wines from Italy, Spain, France, Germany and Austria and imports 95% of his goods himself. Steller observes that more and more people are also asking for non-alcoholic wines, even if these are still consumed in small quantities.

Health consciousness shapes wine consumption

Developments in the wine trade are closely linked to greater awareness of healthy eating habits. Many customers today pay more attention to prices and show less loyalty to certain suppliers. The drinking culture is changing towards more conscious consumption. On an international scale, there is a decline not only in Germany and France, but also in other countries where wine is increasingly perceived as a luxury food with a health risk that should not be underestimated. In 2022, for example, per capita wine consumption in France was 47.4 liters, over 70% below the 1924 levels.

Given these trends, winemakers and retailers are demanding more than ever creative solutions and innovative ideas to adapt to changing market conditions. In Germany, many wines are bought from local growing areas, so a return to regional products is becoming increasingly important. In this context, it will be exciting to see how the wine market will develop in the coming years.

It remains to be seen whether these changes are temporary or have a long-term impact on the industry. What is certain, however, is that a good hand and the ability to recognize trends will be crucial for wine merchants.

For further information, the articles we have cited can be accessed under the following links: op-online.de report, weinfreunde.de report and [spiegel.de report].