German Wine Estates Hold Prices Steady

German wine estates are holding the price of their estate wine steady in 2026 even as their costs continue to rise, a sign of how producers are trying to protect sales in a weaker market while absorbing higher expenses for energy, wages, glass and packaging.

The Verband Deutscher Prädikatsweingüter said the standard price for Gutswein remains at 11.50 euros a bottle this year. The decision comes after a difficult 2025, when the group’s members sold 2.2 million fewer bottles than the year before, bringing total volume down to 33.5 million bottles. Revenue fell by about 20 million euros to roughly 426 million euros, or an average loss of 2.1 million euros per winery.

The decline was driven by lower consumer spending and frost-related crop losses, according to the association. The group said it is responding by pushing more active sales efforts, including events, tastings and alternative retail formats aimed at strengthening customer loyalty and supporting demand.

Digital direct sales are becoming more important in that effort and now account for about 12% of total revenue, the association said. Roughly three-quarters of sales still come from within Germany, while direct sales from the winery remain steady at about one-third of turnover.

In export markets, the strongest demand comes from Scandinavia, followed by the United States, Britain and Switzerland. The association said it is also working to expand into eastern Europe, India and South America, with support from the European Union’s trade agreement with Mercosur.

The group currently has 199 member wineries. More than 40% of its vineyard area is farmed organically, and one in 10 members uses biodynamic methods, reflecting a broader shift toward more sustainable production in German winegrowing.

The association’s upcoming wine fair in Mainz is expected to draw about 3,500 trade visitors, including international buyers, as producers look for new business opportunities in a market where prices have stayed firm but volumes have not.