DWI Forum Export: Focus on market analyses and sales impulses

Around 80 participants from eleven German wine growing regions came together in Nackenheim/Rheinhessen on 4 June to find out more about current market developments and export opportunities.

Current export figures

DWI Managing Director Monika Reule opened the event with an overview of the current export figures. „The German wine industry's interest in exports is growing, partly because wine consumption is declining throughout Europe“, emphasised Reule. „As a result, wine exports from all major European wine-growing nations are increasing and we are all targeting the same few growth markets, with other wine-growing nations in Europe focussing their sales promotion on third-country markets. Other wine-growing nations in Europe are supporting their sales promotion on third-country markets with enormous sums, which does not make it any easier for our wines," said the DWI Managing Director. Nevertheless, there are sales markets in which German wines are still very successful today. The aim of the Forum Export is not only to present such markets, but also the strategies of companies that are very successful in the market.

Industry expertise on global trends

Firstly, Peter Kinback, Export Manager at Les Grands Chais de France, gave an overview of his company, which exports wines to 180 countries worldwide and is very successful with a clear brand strategy. The German brands are also very successful. He sees opportunities for German wines in the promise of quality "Made in Germany" and the performance of the German wine industry and its products. Prof Dr Simone Loose from Hochschule Geisenheim University then outlined current developments in the international wine trade and presented selected results from the Geisenheim sales analysis on the export of German wines.

International perspectives 

Atalanty Rafferty, who heads the Wines of Germany office in the USA, provided information on the current situation on the US market, also against the background to possible punitive tariffs. Her assessments were endorsed by Johannes Selbach from the Selbach-Oster winery from the wine region Mosel from the perspective of a practitioner. The winery focussed on exports at an early stage, particularly on the export of upmarket wines to the USA. “Concentrate and specialise” was his recommendation. “Actually, Americans like to go out and do not necessarily pay attention to the money. Nevertheless, more “just in time” purchases are now being made. Wines whose sales are stagnating are quickly discontinued”, says Selbach. The increasing lack of wine knowledge among buyers and consumers turning to cannabis and “ready to drink”products will not make wine exports any easier either.

Best Practices

Markus Bonsels has been continuing the successful story of the Bibo Runge winery since 2017. He was initially sceptical about dealcoholised wines, but decided to start marketing them in 2020. Since then, these wines, which are now available in a separate wine line, have become a bestseller, especially abroad. He encouraged those present to break new ground and work on product innovations.

Finally, the Wines of Germany representatives Anna Gmurczyk (Poland) and Nadja Öhrlein (Switzerland) gave revealing insights into their respective markets, in which German wines are doing well and have recorded both sales and turnover growth.

All speakers unanimously confirmed that export requires perseverance and that a personal presence in the markets is the key to success.