Wine Sales in Germany Fall 7% as Consumers Buy Less Frequently and in Smaller Quantities

Wine consumption in Germany continued to decline in 2025, according to new data released by the German Wine Institute (DWI). The institute reported that both the volume of wine purchased and the revenue generated from wine sales dropped by about 7% compared to the previous year. This decrease affected both German wines and those imported from other countries.

The DWI attributes this trend mainly to changes in consumer purchasing behavior. Households are buying wine less frequently and in smaller quantities. However, the number of households purchasing wine remained relatively stable in 2025 after experiencing declines in previous years. Melanie Broyé-Engelkes, Managing Director of the DWI, noted that this stability is a positive sign, especially for buyers of German wines.

Despite the overall drop in sales, German wine producers managed to slightly increase their share of the domestic market. The market share for German wines rose by 0.2% compared to the previous year, reaching approximately 42.6%. Meanwhile, wines from Italy, Spain, and France—the three leading foreign sources—saw small decreases in their market shares. Italian wines held a 17% share, Spanish wines accounted for 13%, and French wines made up 9%.

The DWI described the situation in the German wine market as tense. The institute plans to launch a new communication campaign this year aimed at increasing consumer engagement with German wines and further expanding their market share. The campaign will focus on encouraging more frequent purchases and greater interest in domestic products among German consumers.