Vinho Verde Market Dossier Germany. Copyright ff.k Public Relations GmbH Christoph-Probst-Weg Hamburg/ Germany

Size: px

Start display at page:

Download "Vinho Verde Market Dossier Germany. Copyright ff.k Public Relations GmbH Christoph-Probst-Weg Hamburg/ Germany"

Sybil Watkins
6 years ago
Views:

1 Vinho Verde Market Dossier Germany Copyright ff.k Public Relations GmbH Christoph-Probst-Weg Hamburg/ Germany

Market Key Facts Surface 357.000 km2 Inhabitants 81,9 Mio. Adults (16+): 66,0 Mio. Households: 40,1 Mio. Medium household net income 2.

2 Market Key Facts Surface km2 Inhabitants 81,9 Mio. Adults (16+): 66,0 Mio. Households: 40,1 Mio. Medium household net income EUR Average household expenditure For food and drinks 312 EUR In restaurants 119 EUR For alcoholic beverages 24 EUR For wine 8 EUR

3 Geographic Structure Germany s structure is not centralized but the country has different regional conurbations Main parts of administration are organized within the 16 political regions ( Bundesländer ) Normally economy follows this structure: many traders and importers are only working in one of the regions while there is a trend to (inter-)nationalization for other companies Most important cities and metropolitan areas Town Inhabitants Metropolitan Area Berlin Hamburg München Köln Frankfurt Stuttgart Düsseldorf Dortmund Essen Bremen Dresden Leipzig Hannover Nürnberg

4 Wine Market 4

5 Market Structure Wine market in total Classification still wine and sparkling wine Classification still wine And out-of-home consumption Classification still wine and out-of-home consumption POS EUR/l Wineries 6,00 Specialized Trade 10,00 Supermarket 3,80 Discount 2,60 5

6 Structure of Wine Trade 6

7 TOP 8 Food Retail 7

TOP 10 Wine Traders Jacques Weindepot www.jacques.

basf.de Turnover: 7 mio. Wein & Vinos www.vinos.

H.F von Melle www.von-melle.de Turnover: 5,7 mio.

Kölner Weinkeller www.koelner-weinkeller.

8 TOP 10 Wine Traders Jacques Weindepot Turnover: 126 mio. Weinkeller der BASF Turnover: 7 mio. Wein & Vinos Turnover: 30 mio. Pinard de Picard Turnover: 6,9 mio. Rindchen s Weinkontor Turnover: 18,9 mio. H.F von Melle Turnover: 5,7 mio. Mövenpick Wein Turnover: 16 mio. Kölner Weinkeller Turnover: 5,2 mio. Vino Weine und Ideen Turnover: 14 mio. Weinzeche Turnover: 4,8 mio. 8

Importers and Traders of Portuguese Wine

weinkontor-freund.de Luso Weinimport www.

9 Importers and Traders of Portuguese Wine Heinz Hein Weinwelt Moreno ARDAU Weinimport Mack & Schühle Eggers & Franke Group Weinkontor Freund Luso Weinimport Global Wines www2.globalwines.de Weinhandel K+M Gutsweine 9

Portuguese wines: Weingalerie www.portwine.

weinausportugal.com Bert s Weinexpress www.

10 Importers and Traders of Portuguese Wine Small importers but specialised in Portuguese wines: Weingalerie Portusa «o vinho» Bert s Weinexpress Importers distributing mainly to Portuguese gastronomy: SUL Portugal Vinhoteca Portugal 10

dominating although there is a trend to red varieties Most important grape varieties are Riesling

11 Wine Production Germany is a wine producing country, number 10 worldwide in volume with 9 mio. hl (2012) Most of the 13 wine regions can be found in the south-west of the country White wines are dominating although there is a trend to red varieties Most important grape varieties are Riesling and Spätburgunder (Pinot Noir) Export of German wine: 1,3 mio. hl (2012) Mainly to USA, Netherlands and UK

12 Wine Import 12

Wine Consumption Stable wine consumption for many years: 24,4l per capita 59% are wine consumers Most important consumption for women of 40-49 years and men of 50-59 years Preferences of wine types

13 Wine Consumption Stable wine consumption for many years: 24,4l per capita 59% are wine consumers Most important consumption for women of years and men of years Preferences of wine types and colours: Despite an important white wine production in the country, Germans consume more red wines (51%) Since 2009 however, there has been an increase in white wine consumption (38% in 2012) Rosé wines vary in popularity, depending on weather conditions in spring/ summer (10 to 13%) World leader in sparkling wine consumption per capita (3,9l) Foreign wines are popular: Most important wine import market with 15,2 mio. hl 64% market share (volume)/ 60% market share (value) 30% of foreign wines are white wines 13

14 Average Sales Prices Average price of one bottle (75cl) in off-trade Origin 2012 (EUR) Germany 3,05 Foreign Countries 2,41 Italy 2,51 France 2,44 Spain 2,28 Portugal 2,46 14

15 Important Wine Fairs B2B Wine Fairs City Period Duration N visitors Pro Wein Düsseldorf March 3 days B2C Wine Fairs Weinmesse Berlin Berlin February 3 days Forum Vini Munich November 3 days Vinalia Hannover October 2 days WineStyle Hamburg February 2 days Wein am Main Frankfurt April 2 days

Important Wine Contests Berliner Wein Trophy (Deutsche Weinmarketing GmbH) 1.

Mundus Vini (MUNDUSVini GmbH International Wine Academy) 2.669 wines from 39 countries 30 x Great Gold, 1.102 Gold, 1.

16 Important Wine Contests Berliner Wein Trophy (Deutsche Weinmarketing GmbH) wines from 21 countries 12 x Great Gold, 692 x Gold, 347 Silver Tastings in February and July Costs: 135 EUR per wine Mundus Vini (MUNDUSVini GmbH International Wine Academy) wines from 39 countries 30 x Great Gold, Gold, Silver Tastings in February and August Costs: 140 EUR per wine MUNDUS VINI-Spezial, circulation publications in all magazines of Meiniger Verlag Inclusion in online research data bank

Wine in German Media An obvious change from print to online publications Two wine magazines for professionals are still important: Weinwirtschaft and Wein+Markt Beside those two magazines,

17 Wine in German Media An obvious change from print to online publications Two wine magazines for professionals are still important: Weinwirtschaft and Wein+Markt Beside those two magazines, professional communication on wine has switched to online media To specialised media e.g. Wein-Plus To wine blogs e.g. CaptainCork, Wein-News, Würtz-Wein, etc. To Facebook, where the exchange between professionals is intense On the consumer level, printed wine (and gourmet) magazines have significantly lost readers Regular publications can still be found in newspapers To reach consumers with wine topics, the wines have to be placed in a context of consumption (motives). 17

18 Wine in German Media Title and website Type Frequency Circula5on Target group Weinwirtscha, Print every 2 weeks B2B Wine Wein + Markt und- markt.de Print monthly B2B Wine AHGZ Print monthly B2B HoReCa LebensmiNelzeitung Print weekly B2B Food LebensmiNel Rundschau www. rundschau.de Print monthly B2B Food Weinwelt Print bimonthly B2C Wine VINUM Print/ Online monthly B2C Wine Der Feinschmecker feinschmecker- shop- de Print/ Online monthly B2C Food Essen & Trinken und- trinken.de Print/ Online monthly B2C Food Wein- Plus wein- plus.eu.de Online 1.900* B2B/ B2C Captain Cork Online n/ a B2C Wine Eno Worldwine enoworldwine.de Online 4.000* B2C Wine *Unique visitors per month 18

19 Reference Sources Meiningers International Wine Conference 2012/ 13 ISWR-Vinexpo, Forschungsanstalt Geisenheim, Meininger Verlag, 2012/ 13 IVW, Weinakademie Berlin, Drinktank 2011/ 12 Weinwirtschaft Issues from Wein + Markt Issues from

Thank you very much for your attention! ff. k Public Relations GmbH. Christoph-Probst-Weg 4.

20 Thank you very much for your attention! ff. k Public Relations GmbH. Christoph-Probst-Weg Hamburg, Germany Tel: +49 (0) Fax: -44. hamburg@ffk-pr.com.

INTERNATIONAL WINE FAIR MUNICH NOVEMBER South Germany s leading address for your wine sales.

INTERNATIONAL WINE FAIR MUNICH 10 12 NOVEMBER 2017 South Germany s leading address for your wine sales. » We have visitors at Forum Vini unlike those at any other fair; they re interested, willing to