Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor
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Transcript of Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor
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Facts & Figures on German WineProvided by the German Wine Institute / Tysk Vinkontor
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1. The German Wine Institute in brief 2. Key figures of the German wine sector3. The old image of German wine4. Modern wine country Germany5. Legal matters
Agenda
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1. The German Wine Institute
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• Who are we?
Central marketing organization of the German wine sector
• What are we doing?
Promotion of the quality and of the sales of wines from all German wine regions
• How do we do it?
Generic marketing activities in Germany and abroad (competitively neutral and without favoring any company)
The German Wine Institute in brief
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• market research and reporting on new developments • export promotion and consulting • image campaigns e.g. Riesling Week and Generation
Riesling Concept. • Distribution of promotion materials eg. the Öchsle
magazine and Öchsle TV• press relations, newsletters and PR.-Events• information trips for press, stakeholders, sommeliers
and teachers• organization of tastings and other events • education and further training (seminars)
1. The German Wine Institute in brief
Core activities in Denmark
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• Up to 25 sommeliers from more than a dozen countries pr. tour
• Geisenheim University• Wine Ball• Mainzer Weinbörse
6. Marketing activities and strategies
Sommelier spring and summer Classes
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• Riesling Week (UK, CH, NL, DK etc.)
• 31 days of Riesling (USA)• WeinEntdecker werden (D)
6. Marketing activities and strategies
Riesling Weeks
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2.Key figures of the German wine sector
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2. Key figures of the German wine sector
The 13 German wine growing regions
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Region ha
Rheinhessen 26 490
Pfalz 23 489
Baden 15 820
Württemberg 11 345
Mosel 8 787
Franken 6 111
Nahe 4 149
Region ha
Rheingau 3 134
Saale-Unstrut 755
Ahr 559
Sachsen 483
Mittelrhein 459
Hess. Bergstraße 441
total 102 096
Vineyard acreage in Germany 2011
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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Country in 1000 ha
Spain 1 170
France 870
Italy 847
China 462
USA 397
Portugal 248
Argentina 226
Country in 1000 ha
Romania 209
Chile 196
Australia 174
South Africa 133
Greece 117
Germany 102
Vineyard acreage worldwide 2009
2. Key figures of the German wine sector
Source: OIV
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White grapes vs. red grapes
64%
36%
2. Key figures of the German wine sector
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0
20.000
40.000
60.000
80.000
100.000
120.000
ha
total white grapes red grapes
Cultivation of red and white grapes historically
red white
1980 11% 89%
2011 36% 64%
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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Riesling surface worldwide
2. Key figures of the German wine sector
Source: DWI research, various sources
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Riesling regionally (2011)
Region ha
Pfalz 5 567
Mosel 5 294
Rheinhessen 3 952
Rheingau 2 472
Württemberg 2 063
Nahe 1 145
Baden 1 135
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
Region ha
Franken 319
Mittelrhein 307
Hess. Bergstraße 207
Sachsen 68
Saale-Unstrut 54
Ahr 45
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The major red grape varieties: changes and trends
Grape-variety Acreage (ha)
2011
Change %
2000-2011
Spätburgunder 11 756 27.0
Dornfelder 8 009 83.2
Portugieser 3 966 - 21.1
Trollinger 2 378 - 8.3
Schwarzriesling 2 198 - 8.6
Regent 2 065 360.0
Lemberger 1 775 48.4
Total red 36 526 34.3
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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Pinot Noir surface worldwide
Country ha
France 30 659
USA 21 037
Germany 11 756
Australia 5 061
New Zealand 4 828
Switzerland 4 352
2. Key figures of the German wine sector
Source: DWI research, various sources
Country ha
Italy 2 900
Chile 2 130
Argentina 1 681
South Africa 962
Austria 649
Luxemburg 102
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Pinot Noir regionally (2011)
Region ha
Baden 5 699
Pfalz 1 609
Rheinhessen 1 387
Württemberg 1 289
Rheingau 384
Mosel 366
Ahr 348
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
Region ha
Franken 251
Nahe 259
Hess. Bergstraße 46
Mittelrhein 41
Sachsen 39
Saale-Unstrut 22
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Major “German” grape varieties (hectares)
Rank Riesling Grauburgunder Weißburgunder Spätburgunder
1 22 636 Germany 7 127 USA* 4 280 Germany 30 086 France
2 4 557 USA* 4 910 Italy 3 687 Italy 14 683 USA*
3 4 184 Australia 4 859 Germany 1 995 Austria 11 334 Germany
4 3 524 France 3 518 Australia 1 266 France 5 061 Australia
5 1 863 Austria 2 747 France 262 USA* 4 828 New Zealand
6 1 009 New Zealand 1 764 New Zealand 149 Luxemburg 4 352 Switzerland
7 514 Italy 289 Argentina 105 Switzerland 2 900 Italy
8 318 Chile 261 South Africa 27 Argentina 2 130 Chile
9 211 South Africa 223 Switzerland 14 South Africa 1 681 Argentina
10 163 Luxemburg 222 Austria 13 Chile 962 South Africa
2. Key figures of the German wine sector
Source: DWI research, various sources
*USA: only California, Washington and Oregon
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Major “German” grape varieties (hectares)
Rank Müller-Thurgau Silvaner Dornfelder Lemberger
1 13 374 Germany 5 185 Germany 8 009 Germany 3 225 Austria
2 2 102 Austria 1 346 France 35 USA* 1 775 Germany
3 1 660 Italy 257 Italy 22 Switzerland 29 USA*
4 484 Switzerland 244 Switzerland 4 Switzerland
5 360 Luxemburg 43 Austria
6 74 New Zealand 1 South Africa
7 30 USA*
2. Key figures of the German wine sector
*USA: only California, Washington and Oregon
Source: DWI research, various sources
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Wine production in Germany
Year mio. hl
2011 9.3
2010 7.1
2009 9.1
2008 10.0
2007 10.4
2006 9.1
2005 9.1
Year mio. hl
2004 10.1
2003 8.3
2002 10.1
2001 9.1
2000 10.1
(1982) (15.4)
(1980) (4.6)
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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Wine production worldwide 2011
Country 1 000 hl
France 49 633
Italy 41 580
Spain 33 397
USA 18 740
Argentina 15 473
Country 1 000 hl
China 13 000
Australia 11 090
Chile 10 463
South Africa 9 665
Germany 9 611
Source: OIV Paris, 2011, estimate
2. Key figures of the German wine sector
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Dry vs. sweet in German wine production
01020304050607080
%
sum dry semi dry
dry wines
1985 36 %
2011 64 %
2. Key figures of the German wine sector
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Quality levels in production
2011 %
Qualitätswein 89.0
Kabinett 5.2
Spätlese 4.7
Auslese 0.9
BA TBA Eiswein 0.2
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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The L-word
300.000400.000500.000600.000700.000800.000900.000
1.000.0001.100.0001.200.000
hl
Liebfraumilch Produktion
2. Key figures of the German wine sector
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Development of German wine exports - volume
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
0
500000
1000000
1500000
2000000
2500000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
hl
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Major export destinations 2011Country Value
(1000 €)Volume (hl) €/hl % +/- value
2010/2011
% +/- volume
2010/2011
USA 102 000 294 000 347 - 0.6 - 6.9
UK 36 000 215 000 167 - 18.6 - 22.5
Netherlands 33 000 181 000 183 - 3.0 - 24.7
Norway 22 000 60 000 360 10.4 5.4
Russia 18 000 166 000 105 - 17.3 - 22.1
Sweden 17 000 101 000 170 1.3 - 1.3
Canada 16 000 50 000 318 2.2 - 3.6
China 13 000 39 000 335 18.9 12.7
Japan 13 000 32 000 403 - 0.8 1.7
Total 341 000 1 435 000 238 - 3.7 - 16.3
2. Key figures of the German wine sector
Source: Statistisches Bundesamt
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3.The old image of German wine
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Looking back to the eighties…
3. The old image of German wine
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Riesling
Spätburgunder
RheingauSparsamkeit
Nazis
Scheurebe
Bier
Pfalz
Fleiß
Wirschaftskraft
Ahr
Strebsamkeit
ZuverlässigkeitOrtenau
Oktoberfest
FrankenEiswein
Disziplin
KabinettStrenge
Spätlese
Auslese
Ordnung
Humorlosigkeit
Oppenheimer Krötenbrunnen
Dominanz
Pünktlichkeit
Technologie
German clichés…
Sauerkraut
Kabinett
Gründlichkeit
Sauberkeit
5. The old image of German wine
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German clichés…
5. The old image of German wine
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Country 1990 2000 change in %
Italy 13.478 17.042 +26,4
France 12.330 15.085 + 22,3
Spain 4.304 8.651 + 101,0
USA 991 2.884 + 191,0
Australia 370 2.849 + 670,0
Chile 465 2.647 + 469,2
GERMANY 2.836 2.414 -14,9
Portugal 1.574 1.597 + 1,5
Moldova ** 1.524 **
South Africa 43 1.410 + 3.179,1
Total 44.416 62.890 + 41.6
Wine exports in the Nineties
3. The old image of German wine
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4. Modern wine country Germany
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4. Modern wine country Germany
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A new cuisine
4. Modern wine country Germany
• Lighter, less fat, more herbs and spices• More fish and poultry and focus on regional
ingredients. • Asian influences and New Nordic Cuisine
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The Nordic cuisine pairing German wine
4. Modern wine country Germany
• NOMA ,Nov 2010: German Riesling month• Nordic Paring Booklet 2013
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Riesling Renaissance
4. Modern wine country Germany
• Started in the USA• Now a world-wide phenomenon• Darling of media and sommeliers• US imports of German wine tripled• German white wine no. 1 in Norway• Hundreds of positive articles• Hugh Johnson, Jancis Robinson, Stuart Pigott,
Paul Grieco…..
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4. Modern wine country Germany
Riesling Renaissance
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The Spätburgunder Story
4. Modern wine country Germany
• Dream Team with Riesling
• Pinot Noir Tasting London 2011
• Growing media coverage
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Modern labeling
"While others only modernizedtheir labels, …… we worked hard to improve the quality of our wines“.
4. Modern wine country Germany
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www.generationriesling.de
4. Modern wine country Germany
Generation Riesling
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German wines are of high quality are unique due to the cool climate belong to the best wines worldwide
German Wines are internationally highly competitive, e.g. Decanter World Wine Awards International Wine Challenge International Wine & Spirit Competition Canberra International Riesling Challenge
Quality leap
4. Modern wine country Germany
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Wine estates in Gault&Millau WineGuide Germany
year producers wines
1994 263 1 400
1999 387 3 350
2004 738 4 971
2008 855 6 569
2013 1 080 12 500
Source: DWI research, various sources
4. Modern wine country Germany
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High esteem
4. Modern wine country Germany
Auctioned in September 2010 at almost Euro 4 000 per magnum bottle Weingut Keller, Rheinhessen
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ProWein Düsseldorf
4. Modern wine country Germany
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5. Legal matters
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Or rather: Don‘t mention the law !
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10. Legal matters
Quality levels
Deutscher Wein Landwein Qualitätswein Prädikatswein
100 % grapes from Germany
85 % grapes from Landwein region
100 % from quality wine region
Minimum degrees oechsle
44-50° 47-55° 55-72° 70-154°
Chaptalisation allowed No chaptalisation
Basic chemical text Official quality test (AP number)
Min. & max. alcohol content Min. alcohol content
8.5 % - 15 % 7 % (A), 8 % (B) 9.5 % (A), 10 % (B)
BA etc. 5.5 %
German Law
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German Law
Landwein
Very small part of the production Can only be produced in 26 Landwein
regions which can also be outside of quality wine regions
No quality wine test
10. Legal matters
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German Law
Prädikatswein
Kabinett Lighter style Lower alcohol
Spätlese Substantial wines from fully ripe grapes Intense in flavour and concentration
10. Legal matters
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German Law
Prädikatswein
Auslese Only ripe bunches or noble rot grapes Colour medium gold
Beerenauslese Overripe grapes, noble rot Sweet dessert wines
10. Legal matters
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German Law
Prädikatswein
Eiswein Frozen, healthy grapes (no rot) High acidity, high sugar levels Big risk for producers
Trockenbeerenauslese Individually picked, heavily botrytised berries
shrivelled to almost raisins Noble sweet dessert wines Extremely low yields (1 hl/ha or less)
10. Legal matters
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44-50 47-55 55-72 70-85 80-95 88-105110-128
150-154
0
20
40
60
80
100
120
140
160
DeutscherWein
Landwein Qualitäts-wein
Kabinett Spätlese Auslese Eisw./BA TBA
Oechsle
German Law
Minimum must weight (in degrees Oechsle)
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10. Legal matters
Kabinett Spätlese Auslese BA Eiswein TBA
dry to sweet usually sweet only very sweet
German Law
Taste profiles Prädikatswein
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10. Legal matters
German Law
Legally defined taste profiles(in g/l residual sugar)
trocken (dry) up to 9 (acidity +2)
halbrocken (off-dry) 9-18 (acidity +10)
lieblich (mild) 18-45 süß (sweet) 45+
Not legally defined taste profile “feinherb” – usually used like “halbtrocken”
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German Law
Geographical breakdown
26 land wine regions (“Landweingebiete”)
13 quality wine regions (“Bestimmte Anbaugebiete”)
41 districts (“Bereiche”)
Ca. 170 collective sites (“Großlagen”)
Ca. 2 600 single vineyard sites (“Einzellagen”)
+ future g.A. sub-regions
10. Legal matters