Updated 24 September 2026. Market figures refer to full-year 2025.

To find wine importers in Germany, start with the sales channel and price position your winery can serve. Compare each company’s portfolio, regional reach and buying model before contacting its wine buyer. A specialist supplying Berlin restaurants, a Munich retailer importing directly and a business serving grocery chains can all buy wine, but they offer very different routes to market.

This guide compares three real businesses, explains the latest full-year import figures and gives wineries a practical process for building a German buyer shortlist.

German wine imports: the market in numbers

According to the OIV’s State of the World Wine Sector in 2025, published in May 2026, Germany imported 12.9 million hectolitres of wine worth €2.6 billion in 2025. Import volume fell 0.6% from 2024, while value increased 4.0%.

Source: OIV, May 2026, section 4.4, page 22. Figures are rounded as reported; one hectolitre equals 100 litres. Italy remained Germany’s leading supplier by both volume and value. Bottled-wine imports rose 2.5% in volume and 7.8% in value.

What this means for your winery: a large import market does not guarantee demand for every wine. Rising total value alongside slightly lower volume is a reason to examine category and buyer fit; it does not prove that consumers will pay more for your particular product. Build your proposal around a specific portfolio gap, viable pricing and a channel you can support.

Three examples of wine importers and direct-import buyers in Germany

These three businesses illustrate distinct routes into the German wine market: hospitality wholesale, direct-import retail and distribution across several trade channels. The right partner depends on your portfolio, production capacity and target customers.

Sources: official company profiles linked above, reviewed 24 September 2026. Selection illustrates buying models rather than a ranking; current supplier opportunities should be discussed with each buyer.

How to use these examples

For Italian wineries targeting restaurants, Benzo’s hospitality focus makes portfolio fit and restaurant positioning the key starting points. With Lorenz, the commercial discussion should center on local retail demand, assortment fit and order sizes. For Schenk, assess the relevant channel-specific range and how your offer complements its existing brands and own-production portfolio. In each case, establish a clear commercial reason for the buyer to add your wines.

Company labels alone are insufficient. Before building a list, review the differences between importers, distributors and agents and establish which functions your partner needs to perform.

Choose a buyer type that fits your winery

Boutique wineries and limited-production wines

Start with specialists whose existing producers, price points and customers resemble the business you want to build. Look for a clear reason to add your wine: an origin missing from the portfolio, a complementary style or a product suited to a particular restaurant or retail audience. Ask about trial orders, reorder expectations and how the buyer introduces unfamiliar producers.

Premium producers targeting restaurants and specialist retail

Assess how the importer supports the sale after taking delivery. Ask about account coverage, tastings, staff education and who presents your wines to customers. A long brand list is less useful than evidence that the company can explain and sell a wine at your intended price. Prepare a concise positioning statement and support it with product details rather than broad claims about quality.

Volume producers and private-label suppliers

Research buyers whose channels and purchasing model match your available volumes. Prepare clear information on production capacity, minimum orders, lead times, packaging options and continuity of supply. Before pursuing a large account, model the commercial terms and the resources needed to service it. Private-label capability should be discussed with each buyer; it is not implied by inclusion in the company table.

If Germany is one of several options, use our guide to choosing wine export markets to compare product fit and practical market-entry costs.

Build and qualify a German importer shortlist

1. Define your offer. Record origin, wine style, certifications, export price, available volume, minimum order and target channel. State whether the offer is bottled wine, bulk wine or private label.
2. Find a relevant longlist. Combine a specialist database with official company websites, portfolio catalogues and trade-event research. Record where each claim came from and when you checked it.
3. Check portfolio fit. Identify comparable wines, possible gaps and direct competitors. Write one specific reason for approaching each company.
4. Confirm the buying model. Establish whether the business imports directly, acts as an agent, or buys from another German distributor. Ask which regions and customers it can serve.
5. Test commercial compatibility. Discuss price positioning, order size, delivery expectations and marketing support before investing in samples or travel.
6. Identify the buyer and next step. Verify the current purchasing contact and ask whether the relevant category is under review. Prioritize a small, well-matched group for personalized outreach.

For a repeatable scoring method, follow our qualified importer-list workflow. Before sending bottles, use the importer evaluation checklist.

What to prepare before contacting German wine buyers

Make it easy for a buyer to assess commercial fit. Prepare a short presentation with the following information:

• Your winery, region and the wines most relevant to that buyer.
• Export pricing, currency, delivery basis and minimum order.
• Available volume, vintage, lead time and case/pallet configuration.
• Technical sheets, packaging information and supporting certification documents where relevant.
• The target sales channel and your reason for believing the wines fit the portfolio.
• A clear next step: a range review, a short call or an agreed tasting.

Clarify who will handle transport, documentation and the applicable market requirements before shipment. Requirements depend on the product and origin; this guide is a buyer-research resource rather than a compliance checklist.

Keep the first message focused on fit and the next step. Use our wine importer email templates and follow-up guidance to adapt your approach. Send samples after the buyer confirms which wines they want to evaluate.

Explore German buyer profiles in a personalized demo

BestWineImporters helps wineries research importers, distributors and retailers. In a personalized demo, explore buyer profiles, available decision-maker contacts and the filters you can use to build a German export shortlist.

Bring your wine category, origin, price position and target channel so the discussion can focus on your winery’s needs.

Book my Germany importer research demo

Questions wineries ask about German wine importers

Which German wine importer is best for a small winery?

The best fit depends on your wine, available volume, price and preferred sales channel. Start with buyers whose portfolios and account base match those constraints, then confirm their current interest. The largest company is not automatically the most suitable partner.

Can a wine retailer also be an importer?

Yes. Lorenz combines wine retail with direct importing. When assessing this type of partner, distinguish purchases for its own retail business from distribution to other accounts. That distinction determines the coverage and growth potential of the relationship.

Are these companies currently accepting new wineries?

New supplier opportunities depend on portfolio gaps, category priorities and the buying cycle. Contact the relevant buyer with a specific proposal to establish current interest before sending samples. Inclusion in this guide does not indicate an open buying requirement.

Where should I start if I have never exported?

Define your export offer and partner requirements first. Our practical guide to finding wine importers explains the wider process from market selection to outreach.

Compare related export markets

For a wider German-speaking market strategy, compare buyer portfolios and territorial coverage with the Austria wine importer guide and the Switzerland wine importer guide. Qualify buyers, territory and commercial terms separately for each market.