© DWI, NNVeranstaltung/TT.MM.JJ 1 Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor.

© DWI, NN

Veranstaltung/TT.MM.JJ

1

Facts & Figures on German WineProvided by the German Wine Institute / Tysk Vinkontor

© DWI, NN


2

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

© DWI, NN


3

1. The German Wine Institute

© DWI, NN


4

• 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

© DWI, NN


5

• 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

© DWI, NN


6

• 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

© DWI, NN


7

• Riesling Week (UK, CH, NL, DK etc.)

• 31 days of Riesling (USA)• WeinEntdecker werden (D)

6. Marketing activities and strategies

Riesling Weeks

© DWI, NN


8

2.Key figures of the German wine sector

© DWI, NN


9

2. Key figures of the German wine sector

The 13 German wine growing regions

© DWI, NN


10

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


Source: Statistisches Bundesamt

© DWI, NN


11

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


Source: OIV

© DWI, NN


12

White grapes vs. red grapes

64%

36%


© DWI, NN


13

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%



© DWI, NN


14

Riesling surface worldwide


Source: DWI research, various sources

© DWI, NN


15

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



Region ha

Franken 319

Mittelrhein 307


Sachsen 68

Saale-Unstrut 54

Ahr 45

© DWI, NN


16

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



© DWI, NN


17

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



Country ha

Italy 2 900

Chile 2 130

Argentina 1 681

South Africa 962

Austria 649

Luxemburg 102

© DWI, NN


18

Pinot Noir regionally (2011)

Region ha

Baden 5 699

Pfalz 1 609

Rheinhessen 1 387

Württemberg 1 289

Rheingau 384

Mosel 366

Ahr 348



Region ha

Franken 251

Nahe 259


Mittelrhein 41

Sachsen 39

Saale-Unstrut 22

© DWI, NN


19

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



*USA: only California, Washington and Oregon

© DWI, NN


20

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*


*USA: only California, Washington and Oregon


© DWI, NN


21

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)



© DWI, NN


22

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


© DWI, NN


23

Dry vs. sweet in German wine production

01020304050607080

%

sum dry semi dry

dry wines

1985 36 %

2011 64 %


© DWI, NN


24

Quality levels in production

2011 %

Qualitätswein 89.0

Kabinett 5.2

Spätlese 4.7

Auslese 0.9

BA TBA Eiswein 0.2



© DWI, NN


25

The L-word

300.000400.000500.000600.000700.000800.000900.000

1.000.0001.100.0001.200.000

hl

Liebfraumilch Produktion


© DWI, NN


26

Development of German wine exports - volume



0

500000

1000000

1500000

2000000

2500000

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

hl

© DWI, NN


27

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



© DWI, NN


28

3.The old image of German wine

© DWI, NN


29

Looking back to the eighties…

3. The old image of German wine

© DWI, NN


30

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


© DWI, NN


31

German clichés…


© DWI, NN


32

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


© DWI, NN


33

4. Modern wine country Germany

© DWI, NN


34


© DWI, NN


35

A new cuisine


• Lighter, less fat, more herbs and spices• More fish and poultry and focus on regional

ingredients. • Asian influences and New Nordic Cuisine

© DWI, NN


36

The Nordic cuisine pairing German wine


• NOMA ,Nov 2010: German Riesling month• Nordic Paring Booklet 2013

© DWI, NN


37

Riesling Renaissance


• 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…..

© DWI, NN


38


Riesling Renaissance

© DWI, NN


39

The Spätburgunder Story


• Dream Team with Riesling

• Pinot Noir Tasting London 2011

• Growing media coverage

© DWI, NN


40

Modern labeling

"While others only modernizedtheir labels, …… we worked hard to improve the quality of our wines“.


© DWI, NN


41

www.generationriesling.de


Generation Riesling

© DWI, NN


42

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


© DWI, NN


43

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



© DWI, NN


44

High esteem


Auctioned in September 2010 at almost Euro 4 000 per magnum bottle Weingut Keller, Rheinhessen

© DWI, NN


45

ProWein Düsseldorf


© DWI, NN


46

5. Legal matters

© DWI, NN


47

Or rather: Don‘t mention the law !

© DWI, NN


48

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

© DWI, NN


49

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

© DWI, NN


50

German Law

Prädikatswein

Kabinett Lighter style Lower alcohol

Spätlese Substantial wines from fully ripe grapes Intense in flavour and concentration

10. Legal matters

© DWI, NN


51

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

© DWI, NN


52

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

© DWI, NN


53

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)

© DWI, NN


54

10. Legal matters

Kabinett Spätlese Auslese BA Eiswein TBA

dry to sweet usually sweet only very sweet

German Law

Taste profiles Prädikatswein

© DWI, NN


55

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”

© DWI, NN


56

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

© DWI, NNVeranstaltung/TT.MM.JJ 1 Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor.

Documents

german wine sector slide

german wine institute

german wine regions

german wine sector source

old image of german

german wine growing

key figures

dwi research