21/11/2024
When I asked my database of wine importers and distributors how 2024 was looking what did they say?
- Over two-thirds said that their turnover was down compared to 2023. There were a couple of exceptions, one wine bar that is doing so well they will expand to a retail outlet, and a couple of respondents who said their 2024 income to date was similar to 2023 but the general mood was that this year was down.
- Why? Again 68% of respondents gave the answer that their customers are just buying less wine and 50% noted that people are just looking to spend less. A quarter of respondents noted that they have fewer orders but in general those orders are higher and customers are prepared to pay for quality. There is a move to buying less but better confirming the trend that Germany is no longer purely price driven.
- What’s their plan for 2025? The real aim of my survey was to gain a better understanding of whether it’s worth producer’s time coming to Germany and for consortiums to invest in the sorts of events I organise. Here the mood is still upbeat. I offered a few different strategies including : “expand product range beyond wine” and “stop my activity”and only one respondent said that they would expand beyond wine. For the rest, even when it’s tough, they’re staying in the business. Strategies included looking to expand their sales channels and broaden their selection to be able to offer something new to their customers and limit their activities to those that they know work.
Conclusion : Selling wine to Germany is a tough business to be in at the moment but it’s not all doom and gloom. Well-priced, quality products will find retailers and distributors looking to woo their loyal customers. The next event I'll be organising is the SLOW WINE presentation in Munich on 21st January. Registration will be open shortly.
