German wine exports continue downward trend
- Monday 25 March 2013
Germany (Rhineland): 'intensive public relations work' needed
The drop in the volume of exports in 2012, to 1.3m hectolitres, follows an 11.8% drop in exports in 2011.
While exports in 2012 to some smaller markets showed gains, a ‘significant decline’ in exports to high-volume sales markets like the US, Great Britain and Russia led to the decline, according to a press release issued on the eve of Prowein, Germany’s largest international wine fair, held in Düsseldorf.
The German Wine Institute said the decline was due in part to a smaller 2010 crop and ‘fiercer competition’ for lower priced wine segments. Import regulation changes in the Russian market also led to lower exports there.
The value of wines exported also dropped by 7.8% in 2012. This figure is less striking because the average price per litre of wines sold increased, indicating ‘a trend towards selling higher quality wines,’ German Wine Institute managing director Monika Reule said.
But given the declines overall, Reule called for ‘intensive and continuous public relations work in foreign markets to regain lost market shares.’