Hochschule Geisenheim’s University Department of Wine and Beverage Business takes an interest in “German Wine Drinkers” and “The German Wine Market”. Since 2012 reliable data on these topics has been collected through a representative face-to-face survey with 2,000 consumers. Results of previous surveys were published in scientific and practice-oriented papers, talks and books. A 70-page report that summarizes the results of 2018 is now available for free on the website. Prof. Dr. Gergely Szolnoki, author of the report, describes it as follows: “The enology analysis is an instrument that is unique due to its relevance, details and results. As well as preferences and purchase and consumption behavior of German wine drinkers, we are also interested in where Germans purchase their wine and which social groups (men or women, younger or older generations) purchase the most. Which grape varieties are most popular, why are people not that keen on Riesling anymore, the use of social media and the characterization of wine drinkers, non-wine drinkers and wine tourism are questions and topics answered and discussed by the survey.

Current results confirm the fact that approximately 30 million people (43 per cent) of the entire German population aged 16 and above do not drink wine at all and that over the last six years women have gained significance in wine consumption. The results also show a strong correlation between consumption frequency, age, level of education and net income. Total sales of still wine in Germany are estimated at 7 billion euros. Results on shopping locations and socio-demographic differences in the various segments are discussed in the WW edition 25.

The report can be downloaded at the Website of Hochschule Geisenheim University (Professorship for Market Research -> Education and Practice -> Consumer & Market)