Italian wine in Germany: a strategic market
- Germany remains the premier market for Italian wine exports
- Italian wine in Germany: what are the key strategies for success?
- Why choose a broker agency for exporting to Germany?
Germany’s passion for Italian wine hasn’t stopped, which is confirmed by the export data. According to the data, Germany ranks second in value behind the USA with €1.2 billion (+2.7%), and first in volume with nearly 550 million litres (+8.4%) of wine exported from Italy to Germany in 2023. Looking on the import side, Italian wine holds the top position in Germany’s wine imports, both in value and volume. (Source: OeMv).
‘Made in Italy’ has always won great acclaim in Germany, especially thanks to the feelings evoked by Italy’s great culinary, tourist and cultural traditions. Germany is a market that is curious about and fascinated by our beautiful country and is the ideal choice for all brands that intend to export and make their labels known beyond Italy’s borders.
Germany remains the premier market for Italian wine exports
In addition to the selection of wines from classic regions, which are often popular tourist destinations, German consumers increasingly value topics such as biodiversity and sustainability and are showing a growing interest in the unique terroirs of Italy’s diverse regions.
Tuscany, Puglia, Veneto, Sicily and Abruzzo remain Germany’s favourite production regions, although lately we have seen growing interest in the Spumante TrentoDOC and in the wines from Piedmont, especially from the Langhe.
Germany is a market where wine consumption is often independent of food pairings, making wines with good drinkability especially popular: fruity and fresh whites and smooth and well concentrated reds.
Classic wines that immediately evoke Italian tradition, combined with a drive for innovation and a quest for labels that reflect their regions of origin, make the German market one of the most interesting in Europe for exports of Italian wines.
Italian wine in Germany: what are the key strategies for success?
When a country is so close to one’s own borders, organizing tastings and promotional events becomes the ultimate success strategy, especially in Italy.
The familiar and authentic atmosphere in Italian wineries, along with the family traditions handed down through generations, are emotional elements that resonate with lovers of ‘Made in Italy’. This approach allows us to go beyond the technical description of the wine and the list of organoleptic properties, guiding customers on an exciting journey through the five senses.
But that’s not all: the wine also serves as an ambassador for a territory rich in culture, art, and local products. This journey begins with a glass of wine and opens up new perspectives, providing spectacular and unforgettable impressions that turn the tasting experience into a cultural adventure. The combination with local products such as cheese and cold meats, along with trips to the most characteristic places on the peninsula, adds significant value to our offering, which we can realize thanks to our geographical proximity.
It is also important to maintain a continuous connection with wine exporters who are experts and trusted partners in the market combining their wine industry know-how and in-depth knowledge of the German wine market with essential marketing skills.
The German wine market is a mature and demanding market that rewards wineries with a wide portfolio, including entry-level wines at competitive prices. It’s a market that must be continuously managed with long-term strategies. Therefore, it is essential to rely on experts who can identify the most promising products and profitable strategies.
Why choose a broker agency for exporting to Germany?
Professional know-how, experience and passion are fundamental elements for achieving effective results in foreign markets. These qualities distinguish an agency as a competent partner that leverages its extensive knowledge of foreign markets, trends, and interesting news.
It is not just about exporting high quality Italian wines but also about creating lasting and strong relationships that facilitate collaboration between wine producers and importers. This is a challenge that we at Vianello Wines have been championing for over twenty years thanks to a team of specialised professionals dedicated to finding the best solutions for the Italian wineries that wish to successfully export their wines abroad.
Thanks to our extensive knowledge of the German market, we can competently and proactively assist wineries in selecting the most interesting and suitable wines and to market them successfully in Germany. This strategic all-around support has enabled us to become a recognized agency for Italian wines throughout Germany.
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