1. © DWI, NNVeranstaltung/TT.MM.JJ 1 Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor

2. © DWI, NNVeranstaltung/TT.MM.JJ 2 1.The German Wine Institute in brief 2.Key figures of the German wine sector 3.The old image of German wine 4.Modern wine country Germany 5. Legal matters Agenda

3. © DWI, NNVeranstaltung/TT.MM.JJ 3 1.The German Wine Institute

4. © DWI, NNVeranstaltung/TT.MM.JJ 4 Who are we? Central marketing organization of the German wine sector What are we doing? Promotion of the quality and of the sales of wines from all German wine regions How do we do it? Generic marketing activities in Germany and abroad (competitively neutral and without favoring any company) The German Wine Institute in brief

5. © DWI, NNVeranstaltung/TT.MM.JJ 5 market research and reporting on new developments export promotion and consulting image campaigns e.g. Riesling Week and Generation Riesling Concept. Distribution of promotion materials eg. the Öchsle magazine and Öchsle TV press relations, newsletters and PR.-Events information trips for press, stakeholders, sommeliers and teachers organization of tastings and other events education and further training (seminars) 1. The German Wine Institute in brief Core activities in Denmark

6. © DWI, NNVeranstaltung/TT.MM.JJ 6 Up to 25 sommeliers from more than a dozen countries pr. tour Geisenheim University Wine Ball Mainzer Weinbörse 6. Marketing activities and strategies Sommelier spring and summer Classes

7. © DWI, NNVeranstaltung/TT.MM.JJ 7 Riesling Week (UK, CH, NL, DK etc.) 31 days of Riesling (USA) WeinEntdecker werden (D) 6. Marketing activities and strategies Riesling Weeks

8. © DWI, NNVeranstaltung/TT.MM.JJ 8 2.Key figures of the German wine sector

9. © DWI, NNVeranstaltung/TT.MM.JJ 9 2. Key figures of the German wine sector The 13 German wine growing regions

10. © DWI, NNVeranstaltung/TT.MM.JJ 10 Regionha Rheinhessen26 490 Pfalz23 489 Baden15 820 Württemberg11 345 Mosel8 787 Franken6 111 Nahe4 149 Regionha Rheingau3 134 Saale-Unstrut755 Ahr559 Sachsen483 Mittelrhein459 Hess. Bergstraße441 total102 096 Vineyard acreage in Germany 2011 2. Key figures of the German wine sector Source: Statistisches Bundesamt

11. © DWI, NNVeranstaltung/TT.MM.JJ 11 Countryin 1000 ha Spain1 170 France870 Italy847 China462 USA397 Portugal248 Argentina226 Countryin 1000 ha Romania209 Chile196 Australia174 South Africa133 Greece117 Germany102 Vineyard acreage worldwide 2009 2. Key figures of the German wine sector Source: OIV

12. © DWI, NNVeranstaltung/TT.MM.JJ 12 White grapes vs. red grapes 2. Key figures of the German wine sector

13. © DWI, NNVeranstaltung/TT.MM.JJ 13 Cultivation of red and white grapes historically redwhite 198011%89% 201136%64% 2. Key figures of the German wine sector Source: Statistisches Bundesamt

14. © DWI, NNVeranstaltung/TT.MM.JJ 14 Riesling surface worldwide 2. Key figures of the German wine sector Source: DWI research, various sources

15. © DWI, NNVeranstaltung/TT.MM.JJ 15 Riesling regionally (2011) Regionha Pfalz5 567 Mosel5 294 Rheinhessen3 952 Rheingau2 472 Württemberg2 063 Nahe1 145 Baden1 135 2. Key figures of the German wine sector Source: Statistisches Bundesamt Regionha Franken319 Mittelrhein307 Hess. Bergstraße207 Sachsen68 Saale-Unstrut54 Ahr45

16. © DWI, NNVeranstaltung/TT.MM.JJ 16 The major red grape varieties: changes and trends Grape-varietyAcreage (ha) 2011 Change % 2000-2011 Spätburgunder 11 75627.0 Dornfelder 8 00983.2 Portugieser 3 966- 21.1 Trollinger 2 378- 8.3 Schwarzriesling 2 198- 8.6 Regent 2 065360.0 Lemberger 1 77548.4 Total red 36 52634.3 2. Key figures of the German wine sector Source: Statistisches Bundesamt

17. © DWI, NNVeranstaltung/TT.MM.JJ 17 Pinot Noir surface worldwide Countryha France30 659 USA21 037 Germany11 756 Australia5 061 New Zealand4 828 Switzerland4 352 2. Key figures of the German wine sector Source: DWI research, various sources Countryha Italy2 900 Chile2 130 Argentina1 681 South Africa962 Austria649 Luxemburg102

18. © DWI, NNVeranstaltung/TT.MM.JJ 18 Pinot Noir regionally (2011) Regionha Baden5 699 Pfalz1 609 Rheinhessen1 387 Württemberg1 289 Rheingau384 Mosel366 Ahr348 2. Key figures of the German wine sector Source: Statistisches Bundesamt Regionha Franken251 Nahe259 Hess. Bergstraße46 Mittelrhein41 Sachsen39 Saale-Unstrut22

19. © DWI, NNVeranstaltung/TT.MM.JJ 19 Major “German” grape varieties (hectares) RankRieslingGrauburgunderWeißburgunderSpätburgunder 122 636 Germany7 127 USA*4 280 Germany30 086 France 2 4 557 USA*4 910 Italy3 687 Italy14 683 USA* 3 4 184 Australia4 859 Germany1 995 Austria11 334 Germany 4 3 524 France3 518 Australia1 266 France 5 061 Australia 5 1 863 Austria2 747 France 262 USA* 4 828 New Zealand 6 1 009 New Zealand1 764 New Zealand 149 Luxemburg 4 352 Switzerland 7 514 Italy 289 Argentina 105 Switzerland 2 900 Italy 8 318 Chile 261 South Africa 27 Argentina 2 130 Chile 9 211 South Africa 223 Switzerland 14 South Africa 1 681 Argentina 10 163 Luxemburg 222 Austria 13 Chile 962 South Africa 2. Key figures of the German wine sector Source: DWI research, various sources *USA: only California, Washington and Oregon

20. © DWI, NNVeranstaltung/TT.MM.JJ 20 Major “German” grape varieties (hectares) RankMüller-ThurgauSilvanerDornfelderLemberger 113 374 Germany5 185 Germany8 009 Germany3 225 Austria 2 2 102 Austria1 346 France 35 USA*1 775 Germany 3 1 660 Italy 257 Italy 22 Switzerland 29 USA* 4 484 Switzerland 244 Switzerland 4 Switzerland 5 360 Luxemburg 43 Austria 6 74 New Zealand 1 South Africa 7 30 USA* 2. Key figures of the German wine sector *USA: only California, Washington and Oregon Source: DWI research, various sources

21. © DWI, NNVeranstaltung/TT.MM.JJ 21 Wine production in Germany Yearmio. hl 20119.3 20107.1 20099.1 200810.0 200710.4 20069.1 20059.1 Yearmio. hl 200410.1 20038.3 200210.1 20019.1 200010.1 (1982)(15.4) (1980)(4.6) 2. Key figures of the German wine sector Source: Statistisches Bundesamt

22. © DWI, NNVeranstaltung/TT.MM.JJ 22 Wine production worldwide 2011 Country1 000 hl France49 633 Italy41 580 Spain33 397 USA18 740 Argentina15 473 Country1 000 hl China13 000 Australia11 090 Chile10 463 South Africa9 665 Germany9 611 Source: OIV Paris, 2011, estimate 2. Key figures of the German wine sector

23. © DWI, NNVeranstaltung/TT.MM.JJ 23 Dry vs. sweet in German wine production dry wines 198536 % 201164 % 2. Key figures of the German wine sector

24. © DWI, NNVeranstaltung/TT.MM.JJ 24 Quality levels in production 2011% Qualitätswein89.0 Kabinett5.2 Spätlese4.7 Auslese0.9 BA TBA Eiswein0.2 2. Key figures of the German wine sector Source: Statistisches Bundesamt

25. © DWI, NNVeranstaltung/TT.MM.JJ 25 The L-word 2. Key figures of the German wine sector

26. © DWI, NNVeranstaltung/TT.MM.JJ 26 Development of German wine exports - volume 2. Key figures of the German wine sector Source: Statistisches Bundesamt

27. © DWI, NNVeranstaltung/TT.MM.JJ 27 Major export destinations 2011 CountryValue (1000 €) Volume (hl)€/hl% +/- value 2010/2011 % +/- volume 2010/2011 USA102 000294 000347- 0.6- 6.9 UK36 000215 000167- 18.6- 22.5 Netherlands33 000181 000183- 3.0- 24.7 Norway22 00060 00036010.45.4 Russia18 000166 000105- 17.3- 22.1 Sweden17 000101 0001701.3- 1.3 Canada16 00050 0003182.2- 3.6 China13 00039 00033518.912.7 Japan13 00032 000403- 0.81.7 Total341 0001 435 000238- 3.7- 16.3 2. Key figures of the German wine sector Source: Statistisches Bundesamt

28. © DWI, NNVeranstaltung/TT.MM.JJ 28 3.The old image of German wine

29. © DWI, NNVeranstaltung/TT.MM.JJ 29 Looking back to the eighties… 3. The old image of German wine

30. © DWI, NNVeranstaltung/TT.MM.JJ 30 Riesling Spätburgunder Rheingau Sparsamkeit Nazis Scheurebe Bier Pfalz Fleiß Wirschaftskraft Ahr Strebsamkeit Zuverlässigkeit Ortenau Oktoberfest Franken Eiswein Disziplin Kabinett Strenge Spätlese Auslese Ordnung Humorlosigkeit Oppenheimer Krötenbrunnen Dominanz Pünktlichkeit Technologie German clichés… Sauerkraut Kabinett Gründlichkeit Sauberkeit 5. The old image of German wine

31. © DWI, NNVeranstaltung/TT.MM.JJ 31 German clichés… 5. The old image of German wine

32. © DWI, NNVeranstaltung/TT.MM.JJ 32 Country19902000change in % Italy13.47817.042 +26,4 France12.33015.085 + 22,3 Spain4.3048.651+ 101,0 USA9912.884+ 191,0 Australia3702.849+ 670,0 Chile4652.647+ 469,2 GERMANY2.8362.414-14,9 Portugal1.5741.597+ 1,5 Moldova**1.524** South Africa431.410+ 3.179,1 Total44.41662.890+ 41.6 Wine exports in the Nineties 3. The old image of German wine

33. © DWI, NNVeranstaltung/TT.MM.JJ 33 4. Modern wine country Germany

34. © DWI, NNVeranstaltung/TT.MM.JJ 34 4. Modern wine country Germany

35. © DWI, NNVeranstaltung/TT.MM.JJ 35 A new cuisine 4. Modern wine country Germany Lighter, less fat, more herbs and spices More fish and poultry and focus on regional ingredients. Asian influences and New Nordic Cuisine

36. © DWI, NNVeranstaltung/TT.MM.JJ 36 The Nordic cuisine pairing German wine 4. Modern wine country Germany NOMA,Nov 2010: German Riesling month Nordic Paring Booklet 2013

37. © DWI, NNVeranstaltung/TT.MM.JJ 37 Riesling Renaissance 4. Modern wine country Germany Started in the USA Now a world-wide phenomenon Darling of media and sommeliers US imports of German wine tripled German white wine no. 1 in Norway Hundreds of positive articles Hugh Johnson, Jancis Robinson, Stuart Pigott, Paul Grieco…..

38. © DWI, NNVeranstaltung/TT.MM.JJ 38 4. Modern wine country Germany Riesling Renaissance

39. © DWI, NNVeranstaltung/TT.MM.JJ 39 The Spätburgunder Story 4. Modern wine country Germany Dream Team with Riesling Pinot Noir Tasting London 2011 Growing media coverage

40. © DWI, NNVeranstaltung/TT.MM.JJ 40 Modern labeling "While others only modernized their labels, … … we worked hard to improve the quality of our wines“. 4. Modern wine country Germany

41. © DWI, NNVeranstaltung/TT.MM.JJ 41 www.generationriesling.de 4. Modern wine country Germany Generation Riesling

42. © DWI, NNVeranstaltung/TT.MM.JJ 42 German wines  are of high quality  are unique due to the cool climate  belong to the best wines worldwide German Wines are internationally highly competitive, e.g.  Decanter World Wine Awards  International Wine Challenge  International Wine & Spirit Competition  Canberra International Riesling Challenge Quality leap 4. Modern wine country Germany

43. © DWI, NNVeranstaltung/TT.MM.JJ 43 Wine estates in Gault&Millau WineGuide Germany yearproducerswines 19942631 400 19993873 350 20047384 971 20088556 569 20131 08012 500 Source: DWI research, various sources 4. Modern wine country Germany

44. © DWI, NNVeranstaltung/TT.MM.JJ 44 High esteem 4. Modern wine country Germany Auctioned in September 2010 at almost Euro 4 000 per magnum bottle Weingut Keller, Rheinhessen

45. © DWI, NNVeranstaltung/TT.MM.JJ 45 ProWein Düsseldorf 4. Modern wine country Germany

46. © DWI, NNVeranstaltung/TT.MM.JJ 46 5. Legal matters

47. © DWI, NNVeranstaltung/TT.MM.JJ 47 Or rather: Don‘t mention the law !

48. © DWI, NNVeranstaltung/TT.MM.JJ 48 10. Legal matters Quality levels Deutscher WeinLandweinQualitätsweinPrädikatswein 100 % grapes from Germany 85 % grapes from Landwein region 100 % from quality wine region Minimum degrees oechsle 44-50°47-55°55-72°70-154° Chaptalisation allowedNo chaptalisation Basic chemical textOfficial quality test (AP number) Min. & max. alcohol contentMin. alcohol content 8.5 % - 15 %7 % (A), 8 % (B)9.5 % (A), 10 % (B) BA etc. 5.5 % German Law

49. © DWI, NNVeranstaltung/TT.MM.JJ 49 German Law Landwein  Very small part of the production  Can only be produced in 26 Landwein regions which can also be outside of quality wine regions  No quality wine test 10. Legal matters

50. © DWI, NNVeranstaltung/TT.MM.JJ 50 German Law Prädikatswein  Kabinett  Lighter style  Lower alcohol  Spätlese  Substantial wines from fully ripe grapes  Intense in flavour and concentration 10. Legal matters

51. © DWI, NNVeranstaltung/TT.MM.JJ 51 German Law Prädikatswein  Auslese  Only ripe bunches or noble rot grapes  Colour medium gold  Beerenauslese  Overripe grapes, noble rot  Sweet dessert wines 10. Legal matters

52. © DWI, NNVeranstaltung/TT.MM.JJ 52 German Law Prädikatswein  Eiswein  Frozen, healthy grapes (no rot)  High acidity, high sugar levels  Big risk for producers  Trockenbeerenauslese  Individually picked, heavily botrytised berries shrivelled to almost raisins  Noble sweet dessert wines  Extremely low yields (1 hl/ha or less) 10. Legal matters

53. © DWI, NNVeranstaltung/TT.MM.JJ 53 German Law Minimum must weight (in degrees Oechsle)

54. © DWI, NNVeranstaltung/TT.MM.JJ 54 10. Legal matters KabinettSpätleseAusleseBAEisweinTBA dry to sweetusually sweetonly very sweet German Law Taste profiles Prädikatswein

55. © DWI, NNVeranstaltung/TT.MM.JJ 55 10. Legal matters German Law  Legally defined taste profiles (in g/l residual sugar)  trocken (dry)up to 9 (acidity +2)  halbrocken (off-dry) 9-18 (acidity +10)  lieblich (mild) 18-45  süß (sweet)45+  Not legally defined taste profile  “feinherb” – usually used like “halbtrocken”

56. © DWI, NNVeranstaltung/TT.MM.JJ 56 German Law Geographical breakdown  26 land wine regions (“Landweingebiete”)  13 quality wine regions (“Bestimmte Anbaugebiete”)  41 districts (“Bereiche”)  Ca. 170 collective sites (“Großlagen”)  Ca. 2 600 single vineyard sites (“Einzellagen”) + future g.A. sub-regions 10. Legal matters