The German wine consumer outside the traditional wine-growing regions
An investigation using the example of North Rhine-Westphalia (2019)
The global wine market is highly competitive, per capita consumption is falling and German wine consumption is stagnating. Thanks to technological progress, wine consumers have immediate access to information about products. The pressure on producers is growing and sales are becoming increasingly difficult due to the fierce competition. In order to understand and classify customers correctly, it is essential to analyze the wine market. The federal state with the most consumers in Germany is North Rhine-Westphalia and this thesis therefore deals with the topic "The German wine consumer outside the traditional wine-growing regions: An investigation using the example of North Rhine-Westphalia". For an in-depth analysis, data was collected by means of an online survey. Only wine consumers of legal age who live in North Rhine-Westphalia were admitted to the survey. The list of questions covered, among other things, the place of purchase, relevant purchasing criteria and preferred regions of origin with regard to wine as a consumer product. Questions were also asked about the image of wine in general and specifically about the three best-known wine-growing regions in Germany. The analysis of the 174 responses provided important insights into the consumption structure of alcoholic beverages and the frequency of consumption.