Prof. Dr. Prof. h.c. Gergely Szolnoki
Prof. Dr. Prof. h.c. Gergely Szolnoki
Professor

Hochschule Geisenheim University

2026

Understanding German Wine Consumers: Insights into Behaviour, Preferences, and Market Segments

This presentation provides new insights into the behaviour and preferences of German wine consumers, based on the latest representative survey of 2,000 participants conducted by Hochschule Geisenheim University. The results reveal how different consumer groups approach wine, what motivates their purchase decisions, and how trends, and innovation are shaping consumption patterns. The findings shed light on demographic change, lifestyle shifts, and value-driven consumption in the German wine market. The presentation also discusses what these developments mean for the wine industry.

Professor Dr. Gergely Szolnoki is based at Hochschule Geisenheim University, Germany, and is appointed as Honorary Professor of Wine and Beverage Management at the University of West Attica in Athens, Greece. Gergely has been working at Hochschule Geisenheim University since 2003 and earned his PhD at Justus Liebig University in Giessen, focusing on the impact of wine packaging and sensory evaluation on purchasing decisions. His work primarily focuses on wine business and tourism research. He teaches in undergraduate and MSc programs and supervises PhD students. Gergely has published numerous articles and books on consumer behaviour, market analysis, wine sensory science, social media in the wine business, and wine tourism.