ITALIAN WINE IS THE STAR IN GERMANY AT PROWEIN. THE STRENGTHS OF THE GERMAN MARKET ACCORDING TO SOME OF THE TOP ITALIAN PRODUCERS: SOLID ECONOMY, WINE CULTURE AND CURIOSITY

Video by winenews.tv:
The German market as told to WineNews by Italian producers at Prowein: Davide Mascalzoni (Italian Wine Group), Sergio Zingarelli (Rocca delle Macie), Maria Teresa Ceci (Ceci) and Ornella Venica (Venica)

A turnover of US$ 1.01 billion and a total of 5.9 million hectoliters exported in 2013, Germany is a key partner for Italian wine, number one in volume and in value second only to the United States. But what are the strengths and limits of the German market, where Italian wine was featured at ProWein (www.prowein.de) in Düsseldorf until March 25th, with 1.200 exhibitors? WineNews asked over 50 of the most representative Italian wine producers and importers exhibiting at the German wine fair, which is becoming more and more the gateway to markets in Northern as well as Eastern Europe. The result is that Germany is very successful because of its economic stability, which generates two very positive dynamics: first of all, security for the entire industry and being a reliable partner. The other is the competition among the companies to get on the German market, which even though stable, certainly cannot solve all the difficulties that Italian wineries have been dealing with on the domestic market for years.
Another important or rather fundamental aspect is the maturity of German consumers that have become connoisseurs and admirers of Italian wines. They have long known and admired the famous brands of territories like Chianti Classico, Brunello and Barolo, and are now curious to discover more. So, here the wines of Sicily, Apulia, Campania, Umbria, Abruzzo, are certainly not new but are another solid reality, with great potential for growth. However, it is important to understand the traits and uniqueness of the consumer. In Germany, for example, domestic consumption is almost entirely not at mealtimes, and the place where one goes to discover new wines and new terroir is not so much the wine bar as the delicatessen, where there are high quality wines and it is often sold by the glass, together with typical Made in Italy products that the Germans have fallen in love with. Finally, one thing on the German market that is unlikely to change any time soon, is the deep gap between two types of market: the high-range wines and that of the so-called entry level wines on shelves at about 5 euros a bottle. And, Italy is making the best of it, thanks to the richness and diversity of its offer, but in some ways it limits a key segment, on which there is still a lot of work to do to make Germany the perfect market.