The German wine consumer outside the traditional wine-growing regions
A Study Based on the Example of North Rhine-Westphalia (2019)
The global wine market is highly competitive, per capita consumption is declining, and German wine consumption is stagnating. Thanks to technological advances, wine consumers now have immediate access to product information. Pressure on producers is mounting, and sales are becoming increasingly difficult due to intense competition. An analysis of the wine market is essential to properly understand and categorize customers. The German state with the most wine consumers is North Rhine-Westphalia; therefore, this study focuses on the topic “The German Wine Consumer Outside Traditional Wine-Growing Regions: A Study Using North Rhine-Westphalia as a Case Study.” To conduct an in-depth analysis, data was collected via an online survey. Only adult wine consumers residing in North Rhine-Westphalia were eligible to participate in the survey. The questionnaire addressed, among other things, where wine is purchased, relevant purchasing criteria, and preferred regions of origin for wine as a consumer product. Questions regarding the image of wine in general and, specifically, the three best-known wine-growing regions in Germany were also included. By analyzing the 174 responses, important insights into the consumption patterns of alcoholic beverages as well as the frequency of consumption were identified.