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THE WAY TO A GERMAN WINE<br />
DRINKER’S HEART<br />
BY MATTHIAS NESKE<br />
PHOTOGRAPHS: COURTESY<br />
OF THE WINERIES<br />
Germany is considered to be a notoriously difficult market in the consumer arena. In<br />
the 1990s, supermarket chains Migros (Switzerland), Delhaize (Belgium/USA) and<br />
Intermarché (France) successively attempted to enter the German market. Without<br />
success. Discount prices by rival companies and brand loyalty among German consumers<br />
proved to be insurmountable obstacles. But what about the Germans’ taste in wine?<br />
Perhaps there is an opening for exporters, especially as domestic production, at 9 million<br />
hectolitres, only accounts for just under half of what Germans drink each year. So which<br />
wines do Germans prefer? Gilbert & Gaillard asked the experts in Germany.<br />
HAND HARVESTING SAPERAVI GRAPES FOR TAOBA<br />
52 SPRING 2024 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
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