Vinho Verde Market Dossier Germany Copyright ff.k Public Relations GmbH Christoph-Probst-Weg 4 20251 Hamburg/ Germany www.ffk-pr.com
Market Key Facts Surface 357.000 km2 Inhabitants 81,9 Mio. Adults (16+): 66,0 Mio. Households: 40,1 Mio. Medium household net income 2.706 EUR Average household expenditure For food and drinks 312 EUR In restaurants 119 EUR For alcoholic beverages 24 EUR For wine 8 EUR
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 3.375.000 4.400.000 Hamburg 1.730.000 2.600.000 München 1.390.000 2.000.000 Köln 1.020.000 1.900.000 Frankfurt 700.000 1.930.000 Stuttgart 600.000 1.800.000 Düsseldorf 590.000 1.220.000 Dortmund 570.000 4.700.000 Essen 570.000 4.700.000 Bremen 550.000 850.000 Dresden 525.000 755.000 Leipzig 520.000 1.021.000 Hannover 515.000 1.132.000 Nürnberg 495.000 1.200.000 3
Wine Market 4
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
Structure of Wine Trade 6
TOP 8 Food Retail 7
TOP 10 Wine Traders Jacques Weindepot www.jacques.de Turnover: 126 mio. Weinkeller der BASF www.weinkeller.basf.de Turnover: 7 mio. Wein & Vinos www.vinos.de Turnover: 30 mio. Pinard de Picard www.pinard-de-picard.de Turnover: 6,9 mio. Rindchen s Weinkontor www.rindchen.de Turnover: 18,9 mio. H.F von Melle www.von-melle.de Turnover: 5,7 mio. Mövenpick Wein www.moevenpick-wein.de Turnover: 16 mio. Kölner Weinkeller www.koelner-weinkeller.de Turnover: 5,2 mio. Vino Weine und Ideen www.vino24.de Turnover: 14 mio. Weinzeche www.weinzeche.de Turnover: 4,8 mio. 8
Importers and Traders of Portuguese Wine Heinz Hein www.heinz-hein.de Weinwelt www.weinwelt.de Moreno www.moreno-gmbh.de ARDAU Weinimport www.fast-alles-ueber-wein.de Mack & Schühle www.mack-schuehle.de Eggers & Franke Group www.ef-gruppe.com Weinkontor Freund www.weinkontor-freund.de Luso Weinimport www.luso-weinimport.de Global Wines www2.globalwines.de Weinhandel K+M Gutsweine www.gutsweine.com 9
Importers and Traders of Portuguese Wine Small importers but specialised in Portuguese wines: Weingalerie www.portwine.de Portusa www.portusa.de «o vinho» www.weinausportugal.com Bert s Weinexpress www.bertsweinexpress.de Importers distributing mainly to Portuguese gastronomy: SUL Portugal www.sulportugal.de Vinhoteca Portugal www.vinoteca.de 10
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
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 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
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
Important Wine Fairs B2B Wine Fairs City Period Duration N visitors Pro Wein www.prowein.de Düsseldorf March 3 days 44.000 B2C Wine Fairs Weinmesse Berlin www.weinmesse-berlin.de Berlin February 3 days 30.000 Forum Vini www.forum-vini.de Munich November 3 days 9.500 Vinalia www.vinalia.de Hannover October 2 days 5.000 WineStyle Hamburg February 2 days 5.000 Wein am Main www.weinammain.de Frankfurt April 2 days 3.000 15
Important Wine Contests Berliner Wein Trophy (Deutsche Weinmarketing GmbH) 1.051 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) 2.669 wines from 39 countries 30 x Great Gold, 1.102 Gold, 1.537 Silver Tastings in February and August Costs: 140 EUR per wine MUNDUS VINI-Spezial, circulation 100.000 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, 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
Wine in German Media Title and website Type Frequency Circula5on Target group Weinwirtscha, www.weinwirtscha,.de Print every 2 weeks 6.900 B2B Wine Wein + Markt www.wein- und- markt.de Print monthly 7.200 B2B Wine AHGZ www.ahgz.de Print monthly 15.200 B2B HoReCa LebensmiNelzeitung www.lebensminelzeitung.net Print weekly 40.580 B2B Food LebensmiNel Rundschau www. rundschau.de Print monthly 64.600 B2B Food Weinwelt www.weinwelt.de Print bimonthly 42.400 B2C Wine VINUM www.vinum.info Print/ Online monthly 37.300 B2C Wine Der Feinschmecker www.der- feinschmecker- shop- de Print/ Online monthly 74.000 B2C Food Essen & Trinken www.essen- und- trinken.de Print/ Online monthly 164.300 B2C Food Wein- Plus wein- plus.eu.de Online 1.900* B2B/ B2C Captain Cork www.captaincork.com Online n/ a B2C Wine Eno Worldwine enoworldwine.de Online 4.000* B2C Wine *Unique visitors per month 18
Reference Sources www.weinoekonomie-geisenheim.de Meiningers International Wine Conference 2012/ 13 ISWR-Vinexpo, Forschungsanstalt Geisenheim, Meininger Verlag, 2012/ 13 IVW, Weinakademie Berlin, Drinktank 2011/ 12 Weinwirtschaft Issues from 2010 2013 Wein + Markt Issues from 2010 2013 19
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