The German Wine Market: A Comprehensive Strategic and Economic Analysis
Abstract
:1. Introduction
2. Materials and Methods
3. Economic and Strategic Market Analysis: The German Wine Market
3.1. Wine History and Relevance
3.2. The German Wine Supply Side
3.2.1. German Wine Production
3.2.2. Supplier Typology
3.2.3. Strategic Positioning and Innovation Management
3.2.4. Environmental Perception
3.3. Demand Perspective: From Wine Consumption to Reaching Consumers
3.3.1. Wine as Product Category within Beverages
3.3.2. Consumer Preferences in Wine
3.3.3. Reaching the Consumers: Distribution and Channel Perspectives
- (a)
- direct sales to consumers: all participants stated to actively serve their customers directly;
- (b)
- sales to restaurants being of relevance in importance in volume sold (exceeding perceived relevance by secondary market research), but also being a lever for brand communication;
- (c)
- specialized wine retail to serve for the distribution of more premium product ranges; and
- (d)
- online sales to grow and split the wine estate population [133].
3.3.4. Sparkling Wine—A Specific Segment in the German Wine Market
3.3.5. Market Volume, Growth, and Implications for Suppliers
3.4. Import and Export Perspectives
3.4.1. Germany as a Longstanding Wine Import Champion
3.4.2. Export Performance
4. Discussion and Implications
Funding
Conflicts of Interest
References
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Year | 1900 | 1938 | 1980 | 2018 |
---|---|---|---|---|
Cooperatives | 113 | 493 | 342 | 164 |
Membership | 1000 | 29,000 | 67,000 | 49,000 |
Consumption by Category | 2002 | 2016 | 16 vs. 02 |
---|---|---|---|
Spirits | 5.9 | 5.4 | 92% |
Sparkling wine | 3.9 | 3.7 | 95% |
Wine | 20.3 | 20.6 | 101% |
Beer | 121.9 | 104.0 | 85% |
Total | 152.0 | 133.7 | 88% |
Volume Share (L) | Revenue Share (€) | |||
---|---|---|---|---|
Channels | 2008 | 2016 | 2008 | 2016 |
Direct sales wineries | 16% | 13% | 25% | 22% |
Indirect sales channels | 84% | 87% | 75% | 78% |
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Dressler, M. The German Wine Market: A Comprehensive Strategic and Economic Analysis. Beverages 2018, 4, 92. https://0-doi-org.brum.beds.ac.uk/10.3390/beverages4040092
Dressler M. The German Wine Market: A Comprehensive Strategic and Economic Analysis. Beverages. 2018; 4(4):92. https://0-doi-org.brum.beds.ac.uk/10.3390/beverages4040092
Chicago/Turabian StyleDressler, Marc. 2018. "The German Wine Market: A Comprehensive Strategic and Economic Analysis" Beverages 4, no. 4: 92. https://0-doi-org.brum.beds.ac.uk/10.3390/beverages4040092