Italian wine gains share in contracting German market

The German wine market continues to contract in the retail sector. Data from the Deutsches Weininstitut (DWI) and NielsenIQ indicate that in the first half of 2026, German household wine purchases fell by 4.4%, while spending decreased by 5.8% compared to the same period in 2025. Although the percentage of households purchasing wine rose slightly from 42.6% to 43.0%, consumers are buying smaller quantities less frequently.

Despite the overall contraction in Germany, Italian wine is gaining market share, particularly in the white wine segment. In the United States, while total Italian wine exports have seen a decline of approximately 15%, producers in Eastern Veneto have shown resilience. Sales from this region to the US remain above 20 million euros, largely driven by the strength of Prosecco. Prosecco continues to defend its international market share, benefiting from its position in the accessible premium sparkling wine segment.