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The German Wine Market - Structure and Trends – by D. Hoffmann Geisenheim Research Institut Germany, Sept. 2005 PowerPoint PPT Presentation


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The German Wine Market - Structure and Trends – by D. Hoffmann Geisenheim Research Institut Germany, Sept. 2005. Germany: Consumption of Alcoholic Beverages.

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The German Wine Market- Structure and Trends –by D. HoffmannGeisenheim Research InstitutGermany, Sept. 2005


Germany consumption of alcoholic beverages l.jpg

Germany:Consumption of Alcoholic Beverages

a) Schätzung. - b) Einschl. Wermut- und Kräuterwein (ohne Schaumwein); jeweils Weinwirtschaftsjahr (1.9. bis 31.8.). Ab dem Weinwirtschaftsjahr 2000/2001 vom 1.8 - 31.7. - c) Einschließlich Spirituosen-Mischgetränke, umgerechnet auf einen durchschnittlichen Alkoholgehalt von 33%.

Source: Berechnungen des ifo Instituts auf der Grundlage von Daten der amtlichen Statistik und von Branchenverbänden sowie eigene Berechnungen

des Fachgebietes Betriebswirtschaft und Marktforschung, Forschungsanstalt Geisenheim im Auftrag des Deutschen Weininstituts.


Germany wine market l.jpg

 Production, Stock, Foreign Trade, Consumption in 1000 hl

Germany: Wine Market

1) Wirtschaftsjahre 1.9 - 31.8., 2) Ab der Periode 00/01 erstreckt sich das Weinwirtschaftsjahr vom 1.8. – 31.7.,

3) ab 1991 einschl. der neuen Bundesländer; 4) at the end of the period

 Quelle:Weinmarktbilanz des Deutschen Weinbauverbandes, Statistisches Bundesamt, Wiesbaden und eigene Berechnungen durch das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim


The market for still and sparkling wine in germany 2000 and 2004 in mio hl und l.jpg

Wine and sparkling wine

The market for still and sparkling wine in Germany (2000) and 2004 (in Mio. hl und %)

15 %

(17 %)

2,9

(3,4)

Mio.hl

sparkling wine

100 %

18 %

(23 %)

private consumption

19,4

(19,6)

Mio. hl

3,0

(3,7)

Mio.hl

(outdoors)

100 %

2,3

(2,4)

Mio. hl

17 %

(19 %)

16,5

(16,2)

Mio. hl

Direct-

purchasing

from the producer

85 %

(83 %)

82 %

(77 %)

= 100 %

83 %

(81 %)

13,5

(12,5)

Mio. hl

11,2

(10,1)

Mio. hl

stillwine - total -

off-trade

11,2

(10,1)

Mio. hl

private consumption

(indoors)

Quelle: Erstellt nach Daten der Weinmarktbilanz des Deutschen Weinbauverbandes, des GfK-Haushaltspanels

sowie eigene Erhebungen und Berechnungen durch das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim

im Auftrag des Deutschen Weininstituts.


Slide5 l.jpg

Sales of still wine purchased in the distribution channels for household consumption in Germany in 2004

Off-trade

- total -

8 %

Small groceries

0,9 Mio. hl

Supermarkets

25 %

2,8 Mio. hl

Discounter Aldi

11,2

(10,1)

Mio. hl

3,4 Mio. hl

30 %

Other discounters

27 %

3,0 Mio. hl

Specialists

5 %

0,55 Mio. hl

Others

5 %

0,55 Mio. hl

Quelle:Erstellt nach Daten der Weinmarktbilanz des Deutschen Weinbauverbandes, des GfK-Haushaltspanels

sowie eigene Erhebungen und Berechnungen durch das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim

im Auftrag des Deutschen Weininstituts.


Development in the distribution channels of bottled german wine in germany l.jpg

- Changes per quater in comparison to the previous year by information from selected wine companies in Germany -

Developmentin the distribution channelsof bottled German wine in Germany

increased

decreased

* Salden (Differenz der Meldeanteile) der befragten Unternehmen mit der Angabe einer positiven (+) oder negativen (-) Einschätzung. Die Salden geben die Tendenz der Firmeneinschätzung an.Quelle:Quartalsumfrage des Bundesverbandes der Deutschen Weinkellereien und des Weinfachhandels e. V. sowie des Fachgebietes Betriebswirtschaft und Marktforschung: bei 279 Unternehmen der Weinwirtschaft in Deutschland mit einem gemeinsamen Jahresumsatz von 1,33 Mrd. Euro, erstellt durch das Fachgebiet Betriebswirtschaft und Marktforschung der Forschungsanstalt Geisenheim.


Distribution channels in germany in 2003 and 2004 l.jpg

(Share of the Channel %)

East West

Distribution channels in Germany in 2003 and 2004

  • * m. W. : with estates /cooperatives

  • * o. W. : without estates / cooperatives

  • (Basis: bis einschließlich 2002 17.000 berichtende Haushalte. Ab 2003 13.000 berichtende Haushalte)


Germany distribution channels of wine purchase of private households by volume l.jpg

Germany: Distribution Channels of Wine (Purchase of Private Households: % by Volume)

Source :Erstellt nach Daten des GfK-Haushaltspanels durch das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim

im Auftrag des Deutschen Weininstituts.

(Basis: bis einschließlich 2002 17.000 berichtende Haushalte. Ab 2003 13.000 berichtende Haushalte)


Germany share of the colour of wines purchase of private households by volume l.jpg

Germany: Share of the Colour of Wines(Purchase of Private Households: % by Volume)

Imported wineGerman wine

Source :Erstellt nach Daten des GfK-Haushaltspanels durch das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim,

im Auftrag des Deutschen Weininstituts.

(Basis: bis einschließlich 2002 17.000 berichtende Haushalte. Ab 2003 13.000 berichtende Haushalte)


Germany import of wines category of quality colour of wines volume l.jpg

Germany: Import of Wines(Category of Quality, Colour of Wines)- Volume -

1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (Einführung des Binnenmarktes). * Schätzung

Source:Erstellt nach den Daten des Statistischen Bundesamtes, Außenhandel, Fachserie 7, durch den Deutschen Weinbauverband

sowie das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim, im Auftrag des Deutschen Weininstituts.


Germany import of wines category of quality colour of wines average value per bottles hl l.jpg

Germany: Import of Wines (Category of Quality, Colour of Wines) (Average Value per Bottles: € / hl)

1) Umstellungseffekt der statistischen Erfassung durch den Wegfall der Importformalitäten an den Grenzen (Einführung des Binnenmarktes). * Schätzung

Source:Erstellt nach den Daten des Statistischen Bundesamtes, Außenhandel, Fachserie 7, durch den Deutschen Weinbauverband

sowie das Fachgebiet Betriebswirtschaft und Marktforschung, Geisenheim, im Auftrag des Deutschen Weininstituts.


Germany import of wines in bottles from europe volume l.jpg

Germany: Import of Wines in Bottles from »Europe«- Volume -

1) Change of import reporting system (introduction of the common market)

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Germany import of wines in bottles from the new world volume l.jpg

Germany: Import of Wines in Bottles from the»New World«- Volume -

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Germany import of wines in bottles from the new world volume14 l.jpg

Germany: Import of Wines in Bottles from the»New World«- Volume -

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Germany import of wines in bulk from europe volume l.jpg

Germany: Import of Wines in Bulk from »Europe«- Volume -

1) Change of import reporting system (introduction of the common market)

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Germany import of wines in bulk from new world volume l.jpg

Germany: Import of Wines in Bulk from » New World«- Volume -

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Germany import of wines in bulk from new world volume17 l.jpg

Germany: Import of Wines in Bulk from » New World«- Volume -

Source: Data of the Federal Statistical Office, foreign trade, Serie 7, different years.


Summary l.jpg

Summary:

  • The German Wine Market

    • is changing from Europe to New World

    • is changing from VDQPRD to Table Wines

    • continues to change from white to red

    • is very competitive in terms of price and quality

    • is demanding innovations


Terroir or brand l.jpg

‘Terroir or Brand‘

by

D. Hoffmann

Geisenheim, Sept. 2004


Situation l.jpg

Situation:

  • a comfortable situation for consumers

    • a large number of shops offering wines

    • a large number of wines on the shelf

      (100 – 600 wines) in all price segments

    • wines from different regions, varieties, producers...

    • But the decision is difficult,

      because different wines from the same origin

      the same variety

      with different prices

      How to find the best price / quality relation ?


Terroir origin l.jpg

Terroir / Origin

  • a new term came up

    terroir defines the impact of

    • soil

    • climate / weather

    • tradition (style of wine, variety ......)

  • a confusing number of various definitions exists

  • Therefore: terroir describes very individual

  • philosophies than a scientific term


  • Brand l.jpg

    Brand

    • is made by people, using

      • land, sites (terroir)

      • varieties

      • vineyard management

      • wine making

      • philosophy

      • an individual communication system

  • (persons, a name, a sign......)

  • Each family with his estate is a brand !


  • What is about the impact of terroir or brands on the quality of wine l.jpg

    What is about the impact of terroir or brands on the quality of wine ?

    We defined:

    Quality = f (brand, terroir,.....others)

    Question:

    how important are the brand and the terroir ?


    Empirical analysis 2002 l.jpg

    Empirical analysis 2002:

    Aim: quantification of the impact of brand and terroir

    Methode: sensorical judgement (0-10 points) by

    10 experts

    Material:of 123 wines (99er and 2000er Riesling dry, QbA and Spätlese)

    from 5 wine regions, 55 estates,

    37 sites collected by 5 students


    Results from a multifactoriell analysis of variance l.jpg

    Results from a multifactoriell analysis of variance

    Source: own estimation


    Results from a regression modell l.jpg

    Results from a regression modell

    Source: own estimation


    Results l.jpg

    Results:

    Impact on quality =

    60-80% by brand (estate)

    3-12% by terroir (site)

    8-37% others


    Empirical analysis 2003 l.jpg

    Empirical analysis 2003:

    Aim: identification of origin (terroir) for premium Riesling (1. Gewächs, große Lage, .....)

    Methode: sensorical judgement (0-5 points) by

    19 experts

    Material:22 premium wines from the variety Riesling,

    from 11 wine regions, 16 estates,

    collected by 5 students


    Results29 l.jpg

    Results:

    average of identification: 16 %

    one region was identified by: 30 %

    418 judgements = 100 %

    (22 wines X 19 experts)


    Customers view l.jpg

    Customers view:

    • terms of origin (terroir):

    • confusing

    • high involvement necessary

    • world of experts

    • brand: easy to understand

      easy to find on the shelf

      source of confidence


    The market classifies by brands l.jpg

    The market classifies by brands:

    e.g. Gaja,

    Chateau Petrus,

    Weil,

    Torres,

    Penfolds,

    Mondavy,

    Opus One,

    Gunderloch,

    Schloß Vollrads,

    Heger,

    ............................


    Summary32 l.jpg

    Summary:

    Comparing the impact on winequality and on success in the market:

    brands are much more important than terroir.

    The image of famous terroirs are build by brands !

    Future in the international winemarket:

    Brands (have and) will become very important !!

    Brand management is the key of success in a growing international wine business !


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