German top wines
Top wines are bought directly from the winemaker more often
The 202 predicate wine goods in Germany meet for their trade fair in Mainz. It is primarily about the year 2024.
Lovers of German top wines buy more and more from the winemaker. “People are looking for direct contact with the producer again,” said the President of the Association of German Predict Winges (VDP) Steffen Christmann in an interview with the German Press Agency in Mainz.
The proportion of sales in direct sales from the farm for VDP companies in 2024 increased by 3.5 percentage points compared to the previous year and is now in one third (33 percent). For some companies, the sales sale even makes up to 80 percent. Ten years ago, this path still considered a discontinued model, said Christmann.
Social media plays the crucial role for direct sales
For the sales sale as a central mainstay of the sale, own online shop with a share of eleven percent would be added. External online shops made up around five percent on the sales of VDP companies. More than a quarter of these wines are sold in specialist shops. Almost every fifth bottle (17 percent) directly to the gastronomy. The food retail trade has a share of six percent.
Nine out of ten VDP wineries plan more intensive digital direct sales activities, as Christmann reports. Via your own shops, social media, newsletter, online tastings or podcasts.
Social media, especially Instagram, play a crucial role in direct sales. “People want the authentic. They want to see what happens in everyday life and participate,” said Christmann. Not daily posts are crucial, but the quality of the contributions.
2024 year is low – but prices are stable
The 2024 year was as small due to the extreme frost and high mushroom pressure – as small as it was last 15 years ago. However, large price increases are not to be expected.
The prices are between 11.50 euros for a VDP Gutswein (0.75 liters) and 40 euros for the large location. The so -called large plants usually cost eight to nine euros more. The association “The very best vineyards” of its member companies describes dry wines from these locations as a large location.
For comparison: According to the VDP, the average price for a bottle of German wine is 4.47 euros – but per liter.
Paragraph decreased more than sales
The sales of the VDP wineries were 35.7 million bottles last year, ten percent less than in the previous year. Three quarters of them remain domestically. However, sales fell by only three percent, to around 446 million euros.
The 202 VDP predicate wine goods meet this Sunday and Monday in Mainz for the wine exchange – the largest trade fair for top German wines. In Germany, the wineries manage almost six percent of the total German vineyard area, but almost 18 percent of the eco-wine building area.
dpa
Source: Stern
