Germany remains one of the most important wine import markets in the world. With a large consumer base, well-developed retail networks, and a strong wine culture, it continues to offer significant opportunities for exporters.

At the same time, it is a highly competitive and price-sensitive market, where understanding how importers operate is essential.

In this updated guide, we take a closer look at how the German wine import market is evolving in 2026 and how to identify the right partners.

The German wine import market today

2025 wine imports reached $3 billion USD in 2025 ($2.7 billion in 2024), a rebound after a weaker period that started in 2021. The top 3 of the wine exporters to Germany remains stable: Italy, France, and Spain, followed by Austria, South Africa, Portugal and the U.S.

Germany is consistently ranked among the top wine importers globally, both in volume and value. Imported wine plays a central role in the market, complementing domestic production and covering a wide range of price segments.

In recent years, overall consumption has remained relatively stable, but the structure of demand has continued to evolve. While entry-level wines still dominate in terms of volume, there has been a gradual shift toward better-quality products, particularly in urban areas and specialized retail.

At the same time, inflation and rising costs have made consumers more cautious, reinforcing Germany’s reputation as a price-driven market. This combination—stable demand with increasing selectivity—defines the current landscape.

Who are the wine importers in Germany?

The German market is structured but diverse, with several types of importers operating at different levels.

Large wine importers and distributors handle significant volumes and supply major retail chains, including supermarkets and discounters. These companies are often focused on competitive pricing and consistent supply, making them key partners for producers with scalable volumes.

Alongside them, there is a strong network of specialized importers. These companies typically focus on selected regions, grape varieties, or quality segments, and are often more open to discovering new producers. For many wineries, they represent a more accessible entry point into the market.

Retailers themselves also play a major role. Groups such as Edeka and REWE Group have significant buying power, while discounters like Aldi and Lidl continue to shape pricing and volume dynamics across the market.

Where to find German wine importers

As in most mature markets, finding the right importer requires a combination of research and direct contact.

Many exporters start by using specialized platforms such as BestWineImporters, which allows them to identify active importers based on category, positioning, and market focus. This approach helps narrow down the most relevant partners quickly.

Trade fairs remain another key channel. ProWein in Düsseldorf is one of the most important events globally, attracting buyers from across Germany and beyond. For many producers, it is one of the most effective ways to initiate contact and build relationships.

A more practical approach is also to analyze the market directly—by looking at retail assortments, online shops, or restaurant wine lists. This often provides a clear picture of which importers are already active in a given segment.

Sales channels

Specialist retailers are the top choice for higher-priced, premium wines, while the discount sector mainly supplies the entry-level, low price segment, although it’s beginning to include high-quality, higher-priced wines too. While younger consumers purchase wine from online and discount stores, with increasing age, consumers prefer speciality stores and wineries.

Moreover, e-commerce sales of alcoholic beverages in Germany is a mature channel full of long term potential for sellers, with high internet use, and millions of consumers that shop on a daily basis. Online wine purchase and social media presence gained popularity once with a base of younger consumers.

Recent trends in wine imports (2025–2026)

Recent data shows that Germany continues to import large volumes of wine, but the dynamics behind those imports are shifting.

One important development has been the impact of pricing. Higher production and logistics costs have influenced import values, even in cases where volumes have not increased significantly. This has reinforced the importance of positioning and cost control for exporters.

At the same time, there is growing interest in certain categories. Sparkling wines, including Prosecco and Champagne, continue to perform well, while white wines remain particularly strong in the German market. There is also increasing visibility for organic and sustainably produced wines, although this segment is still developing compared to some other European markets.

Overall, the market is becoming more selective. Importers are not necessarily buying more—but they are choosing more carefully.

SPIRITS
Consumers` changing behaviour towards a healthier lifestyle resulted in mindfulness consumption, respectively lower levels of spirits sales in terms of volume. Higher-income earners, however, remain constant in buying alcoholic drinks while smaller brands dominate a great portion of sales.

Over the last few years, spirits have been gaining popularity in beer-drinking Germany, with an average per capita consumption of around 5 l and more than 50% imported spirits on the market, with high interest and growth in premium products.

BEER
Despite declining consumption, Germany is still one of the high-consumption countries internationally in the beer segment, with 43% of Germans who drink beer at least once a week. Changing consumer behaviour seems to be driven by lifestyle and health awareness among consumers, as well as a wide range of varieties available on the market.

Consumption behaviour overview

The key to the German market is knowing the changing consumer preferences:

  • German wine consumers are following global trends and despite high-volume trade, in the last few years, buyers left quantity in favor of quality that is defined by grapevine variety, origin, price and status.
  • Above half of the German wine enthusiasts consume wine more frequently, at a minimum of two to three times a week while the average wine consumption per year amounts to over 20 million hectoliters.
  • The frequency, quantity, and preference in origin and type of wine are influenced by education, occupation, income and age, with younger generations keener of imported wines. Red wins against white wines, men choose dry varieties, while semi-sweet and sweet wines are popular among women and younger generations.
  • Occasions to enjoy wine and places of consumption are diverse, from at-home consumption to restaurants, bars or at events like wine festivals.
  • Easier information access, social class, and age advancement drive German wine enthusiasts to invest time and money in acquiring wine knowledge.
  • In the German market, there is a price point for every pocket, from the lower-middle segment to the premium for connoisseurs and explorers.

Challenges when entering the German market

Germany offers scale, but it also comes with clear challenges.

Competition is intense, with a large number of international suppliers already present. Price pressure is constant, especially in retail-driven segments. Margins can be tight, particularly for entry-level products.

In addition, buyers tend to be highly professional and data-driven. They expect clear pricing structures, reliable logistics, and consistent quality over time.

For new entrants, this means that preparation is key. Understanding your positioning—and how it compares to existing products on the shelf—is essential before approaching importers.

How to approach German wine importers

Approaching importers in Germany tends to be more direct than in some other markets, but expectations are high.

Clear communication and concise presentation are important. Importers will want to quickly understand your product range, pricing, and volumes. Being transparent and realistic helps build credibility from the start.

Follow-up is also important, as buyers receive a large number of offers. Staying present without being overly persistent is usually the right balance.

Other tips to enter the German market

  • Create a presence by attending wine tastings, exhibitions, fairs, and other relevant events. The largest and most popular trade show for wine and spirits in Germany is ProWein.
  • Keep an eye on wine magazines and other relevant sources to stay informed on the latest trends in the market.
  • Define and target your audience carefully to attract consumers and differentiate yourself from the competition by ensuring your branding is unique.
  • The German large-sized market is highly competitive in terms of players and prices, but with ample opportunities for exporters to enter the market, especially in the northern part of the country.
  • Focus on Value – price sensitivity remains a factor for German consumers. Wine importers offering competitive pricing strategies for quality wines will likely find success.
  • Sparkling Wine Potential – the growing popularity of sparkling wines presents an opportunity for importers specializing in bubbles. Explore Prosecco, Cava, and other options beyond Champagne.
  • Diversification is Key –  while Italy remains strong, diversification is crucial. Wine importers with a portfolio featuring wines from Spain, New Zealand, and other emerging regions can attract a wider consumer base.
  • Embrace Online Sales –  the rise of e-commerce platforms presents a lucrative avenue for wine importers. Partnering with online retailers and building a strong digital presence can significantly boost sales.

A faster way to identify relevant importers

One of the biggest challenges for exporters is identifying which companies are actually relevant to their products.

Using a platform like BestWineImporters can simplify this process by providing access to a structured database of wine importers in Germany. This allows producers to focus on the most suitable partners instead of spending time on broad, unfocused outreach.

WINE IMPORT PERSPECTIVES

Germany is a longstanding wine importer and a large wine market in Europe, with openness to import due to insufficient domestic wine production and wine enthusiasts with mature and diverse tastes. In 2023, the top ten countries of origin for wine imports were Italy, Spain, France, South Africa, Australia, Austria, Chile, United States, Hungary and Portugal.

3 Wine Importers from Germany:

Benzo Gmbh
Address:  Montanstraße 25, Berlin
Phone:  +49 30 40889920
Website:  http://www.benzo-berlin.de/

Getränke Lorenz
Address:  37 Baubergerstraße, München
Phone:  +49 89 1493670
Website:  https://weinlorenz.de/

Schenk Gmbh
Address:  Alemannenstr. 33, Baden-Württemberg
Phone:  +49 7221 3540
Website:  schenk-weine.de

Producers interested in the German market can find a database with top wine importers, distributors and retailers from Germany here.