Wine Sales in Germany Drop 7% as Consumer Spending Weakens

Wine consumption in Germany declined in 2025, according to new data released by the German Wine Institute (DWI) in Bodenheim, near Mainz. The DWI reported that both the volume of wine purchased by households and the resulting sales revenue fell by about 7% compared to the previous year. The institute attributed this drop to a persistently weak consumer climate across the country.

The findings are based on a survey conducted by the market research firm Nielsen, which collected responses from around 20,000 households. While the survey did not provide absolute figures, it indicated that the decline affected both domestic and international wines equally.

Melanie Broyé Engelkes, managing director of the DWI, said that the number of households buying wine remained relatively stable over the past year. However, these households bought wine less frequently and in smaller quantities. She described the overall situation in the wine market as tense, with no immediate signs of recovery.

Despite the general downturn, German wines managed to slightly increase their market share within Germany. According to the DWI, domestic wines accounted for 42.6% of all wine sales in 2025, up marginally from the previous year. Italian wines held a 17% share of the market, followed by Spanish wines at 13% and French wines at 9%.

The DWI emphasized that the subdued mood among consumers continues to weigh on wine sales. Economic uncertainty and cautious spending habits have led many households to reduce their purchases of non-essential goods, including wine. This trend has persisted despite efforts by producers and retailers to stimulate demand through promotions and new product offerings.

Industry observers note that these developments reflect broader challenges facing the beverage sector in Germany. Rising costs for energy and raw materials have put additional pressure on producers, while changing consumer preferences—such as a growing interest in non-alcoholic alternatives—are also influencing purchasing behavior.

The DWI said it will continue to monitor trends in wine consumption and work with industry partners to support German wine producers during this challenging period. The institute also plans to promote educational campaigns aimed at highlighting the quality and diversity of German wines in hopes of encouraging renewed interest among consumers.