The German wine industry is facing one of the most serious crises in its modern history. According to the Zukunftsinitiative Deutscher Weinbau (Initiative for the Future of German Winegrowing), half of all German wineries are on the verge of bankruptcy, and up to 30% of vineyard acreage could disappear in the coming years.
The organization warns that without immediate changes in consumer behavior and pricing structures, thousands of winemaking families may lose their livelihoods, and Germany’s centuries-old viticultural tradition could be permanently damaged.
An Appeal to Consumers
The association has launched a campaign urging the public to purchase just one more bottle of German wine per person per year. Thomas Schaurer, a winegrower from Rhineland-Palatinate and president of the initiative, stresses that this simple act could provide the necessary boost to keep many wineries afloat.
Schaurer points to aggressive pricing practices in supermarkets as one of the sector’s biggest challenges. Some German wines are currently sold for less than EUR 2 per bottle, and in certain cases for under EUR 1—cheaper than many bottled waters. For Schaurer, this is not only economically unsustainable but also damaging to the cultural and social fabric of rural communities.
A Structural Problem
Germany does not produce enough wine to meet domestic demand. In 2024, the country produced 8–9 million hectoliters, while consumption reached 17.8 million hectoliters, according to the International Organization of Vine and Wine (OIV). Less than half of the wine consumed in Germany is of domestic origin. Retailers, noticing the gap and the consumer preference for foreign products, have grown less interested in stocking German wines, worsening the economic outlook for local producers.
The Birth of a Movement
The Zukunftsinitiative Deutscher Weinbau was founded on May 12th, 2025, after Schaurer heard from fellow growers facing extreme financial distress, including cases of suicidal thoughts linked to debt and the lack of industry support. Within months, more than 160 members joined the association, while hundreds of others expressed their backing.
Professional bodies have taken notice. The Deutscher Weinbauverband (DWV), the main industry organization, acknowledges the seriousness of the crisis, admitting that up to 30% of German vineyards are at risk. While it disputes the estimate that half of all wineries face bankruptcy, it supports urgent measures to stabilize the sector. The DWV has endorsed the aid package announced by Daniela Schmitt, Rhineland-Palatinate’s minister responsible for agriculture and wine, but insists that additional tools—such as subsidies for uprooting unviable vineyards or distillation of surplus stocks—are required.
Beyond Subsidies: A Call for Fair Pricing
Unlike some industry stakeholders, the Zukunftsinitiative is not asking for new public subsidies. Instead, it calls for fair consumer pricing and solidarity. By purchasing German wines, Schaurer argues, citizens can support environmentally and socially responsible production that maintains rural jobs and landscapes.
Schaurer also highlights the broader European problem of unsustainable pricing. Many winegrowers across the EU receive only a few cents per liter, despite working 60 to 90 hours per week. He warns that the current pricing system risks undermining the long-term viability of winemaking across the continent.
Raising Awareness
A National Awareness Day was held on August 30th, 2025, to draw public attention to the issue, though it had limited impact due to short preparation time. Nevertheless, Schaurer has pledged to continue outreach efforts, reminding consumers that every purchase decision carries weight. Supporting German wine, he argues, is not just about economics, but about safeguarding cultural heritage, rural employment, and the unique identity of German vineyards.
Source: Vinetur