Wine Consumption Mood in 2025 Remains Subdued

According to the German Wine Institute (DWI), based on the commissioned market analysis by NielsenIQ, the quantities of wine purchased in Germany and the resulting revenues each declined by around seven percent compared to the previous year. This applied equally to both German and international wines.

Number of Households Stable

“This development can be attributed to the fact that households bought wine less frequently and in smaller quantities. After declines in previous years, the number of households purchasing wine remained relatively stable in 2025. Encouragingly, this was particularly true for households buying German wines,” explained DWI Managing Director Melanie Broyé Engelkes.

In addition, German producers were able to slightly increase their domestic market share of wine sales compared to the previous year, by 0.2 percentage points to around 42.6 percent. The three most important foreign wine countries of origin in Germany - Italy, Spain, and France - experienced slight losses in market share in 2025. Italian wines reached a market share of 17 percent, followed by Spanish wines at 13 percent and French wines at nine percent.

New DWI Communication Campaign

As Broyé-Engelkes emphasizes, the overall wine market situation in Germany remains tense. To expand the market share of domestic wines, the DWI plans to inspire consumers even more for German wines this year with a new communication campaign.