Germans love to buy their wine from supermarkets

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Toilet paper, ketchup – and a bottle of Wine… Instead of driving to a winery, more and more German wine lovers are buying their drinks from the supermarkets. Managing director of the German Wine Institute, Monika Reule,said that the classical supermarkets with an area less than 5, 000 square meters are a favourite wine buying destination for the shoppers. Reule was speaking in Dusseldorf ahead of this year´s ProWein trade fair in Duesseldorf from 13 – 15 March 2016.

The sale of German wines in the supermarkets increased from 10 percent to 17 percent since 2012. But there is a downside for this. The increase in the supermarket wine sales affects the direct sales of the producer. There was a decline of direct sales from 30 percent to 27 percent since 2012. Even as these wineries lose customers to supermarkets like Rewe, Edeka and Co., many of them wants to concentrate their wine sales within the supermarkets itself.

For the supermarkets, the wine lovers are a great opportunity, says Christian Böttcher by the Federal Association of the German Retail Grocery Trade (BVLH / Berlin). Independent merchants provides good range of wines for their customers whereas some supermarkets limits their choice and put on higher quality regional wines. According to DWI, the average price for wine rose by two percent to 2.97 per liter. The local drop is slightly more expensive: One liter of German wine cost 3,23 Euro (plus three per cent).

Every year at ProWein, the German Wine Institute provides the many wine merchants, retailers and sommeliers from all over the world with information on the latest trends and novelties from the German wine regions. “Orange Hour” is an information event organized specifically for Dutch trade visitors on the fair Sunday.