The German market is one of the main importers of Spanish wine, which shows that Spanish wines are highly valued in the country, where their quality is recognized and acknowledged and where they are considered a good option in terms of value for money.
Apart from this, German importers and customers recognize that Spain has a long winemaking tradition and consider that our wines reflect the country’s authenticity, culture and history, as stated by the FENAVIN Delegate in Germany, María José Moya-Angeler.
Thus she adds that this is the reason why FENAVIN for them is “the best way to learn about Spain’s wine offer, and they highly value the quality and variety of the wines presented. Also, the trade fair is recognized as the most important traditional meeting point for Spanish wine and many importers reserve visits to Spanish wineries for FENAVIN, instead of doing so at other international meeting events”.
As Moya-Angeler indicates, in recent years there has been an increase in the demand and popularity of Spanish wines in Germany, in particular from regions such as Rioja, Ribera del Duero, Priorat, Rías Baixas and Jerez. German consumers are interested in discovering new flavors and gastronomic experiences, and wines from Spain are becoming a good option.
Notwithstanding, as pointed out by the FENAVIN Delegate, there are still some outdated stereotypes and perceptions about Spanish wines in Germany. “For example, some consumers may have the impression that these are heavy and strong”. In contrast -she adds- the Spanish wine offer is adapting to new consumption trends and new distribution channels, and this is reflected in a change in the marketing strategy and in the way the product is presented.
The FENAVIN Delegate, as an example, underlines the fact that more attention is being paid to wine labeling, to make it more attractive, modern and easy to understand for consumers. Work is also underway to develop fresher, lighter and fruitier wines, which are better suited to the preferences of the youngest consumers in this country.
On the other hand, Spanish wineries are paying more and more attention to sustainability and care for the environment, which has led to an increase in the production of organic and biodynamic wines.
Now, as far as the new distribution channels are concerned, work is being done on the online presence, with direct sales to the consumer, as well as promoting wine tourism experiences in the wineries. “New forms of distribution are being explored, such as sales through convenience stores and supermarkets, which are important channels to reach younger consumers, since the vast majority of them buy at German discounter businesses or LEH (food retail business covering higher end range and categories).
Organic and No & Low, German Trend
María José Moya-Angeler highlights that among German consumers the latest trends revolve around organic, biodynamic, and natural wines, products that are generally more sustainable and healthier; and wines that are produced naturally and without chemicals.
Another clear trend is that of No & Low Alcohol, and there are already forecasts that, in the future, non-alcoholic wine will be another reference in each winery. On the other hand, in connection with the trend towards natural and “authentic”, regional and terroir wines are also gaining popularity among the German public, willing to pay a higher price for them.
There is likewise a boom in the demand for sparkling wines and frizzantes. As commented by the FENAVIN Delegate “consumers are looking for lighter and more refreshing options to enjoy on informal occasions”.
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