Discovery
13 May 2024
The way to a German wine drinker’s heart
Germany is considered to be a notoriously difficult market in the consumer arena. In the 1990s, supermarket chains Migros (Switzerland), Delhaize (Belgium/USA) and Intermarché (France) successively attempted to enter the German market. Without success. Discount prices by rival companies and brand loyalty among German consumers proved to be insurmountable obstacles. But what about the Germans' taste in wine? Perhaps there is an opening for exporters, especially as domestic production, at 9 million hectolitres, only accounts for just under half of what Germans drink each year. So which wines do Germans prefer? Gilbert & Gaillard asked the experts in Germany.