The German Winegrowing Future Initiative (Zukunftsinitiative Deutscher Weinbau), an association of winegrowers, has called on Germans to drink one more bottle of German wine per year per capita, instead of a bottle of imported wine. The association announced on Monday that this is a conscious purchasing decision aimed at strengthening domestic businesses.
Currently, per capita consumption is 20 liters of wine per year, eight liters of which come from German production. “A small shift in this ratio could save thousands of livelihoods,” the Future Initiative explained. It is not just about alcohol consumption; buying non-alcoholic wine or grape juice also helps.
The association warned that “within a few weeks,” up to 50 percent of winegrowing families in Germany could face economic ruin. The current situation is “dramatic,” with prices for grape and cask wines at only 40 to 60 cents per liter, far below production costs. Prices were similarly low last year, a second year in a row would mean the end for many businesses.
With the call to buy one more bottle of German wine per year, “we are not asking for pity,” emphasized the association's founder and chairman, Thomas Schaurer. “It's about deciding whether viticulture and, with it, value creation in Germany should be preserved.”
The association criticized the wine-growing industry for trying to “sweep the threat to their existence under the carpet.” They would say that this is a minor crisis affecting at most 20 to 30 percent of winegrowing families. The German Winegrowing Future Initiative, on the other hand, wants to “inform the public openly and transparently about the existential challenges facing German winegrowing.”
From breaking news to thought-provoking opinion pieces, our newsletter keeps you informed & engaged.
