Switzerland, Germany and Austria: what wine importers are looking for in their markets
Two importers from Switzerland and Germany explain what they look for in Italian producers, from reliability to excellent value for money.
Nikita Ehrbar, from Spirit of Wine (Switzerland), and Carolina Sitarek, from Stoppervini (based in Germany), share their experience in importing wine into these three markets.
Stoppervini is a historic agency founded in Lugano 100 years ago. It manages distribution in Germany, Austria, and Switzerland for Italian wineries and seeks distributors in these countries for the wineries it represents.
Spirit of Wine is located on the Italian border, so it constantly competes to offer more services, a wide selection of wines, and excellent value, especially for its catering service. When choosing companies, in addition to the wine and the price, you look for the producer's reliability: in a small border town, you need the assurance that the producers will stand behind their products and show their true colors.
Switzerland is a wealthy but small market, and importers are seeing strong consumer interest. There is room for lesser-known wines from lesser-known regions, provided they are authentic brands capable of sustained growth. To achieve this, they argue, companies must educate and inform their customers with engaging narratives and crucial product information.
To attract a younger audience, the market tends to start with wines that have a higher sugar content, whether red, white, or sparkling, which are more immediately appealing. According to importers, the market must respond to this need if it wants to attract new consumers.
Sitarek describes a stagnation in these markets, which are very important for Italian wine, especially in Germany, where the market is practically at a standstill. "What we're trying to do is fill a need that, as an agency, demands we be better than the rest: because if I sell, you don't." The market is looking for products with a distinctive identity, local wines with an excellent price-quality ratio, and producers must be honest.
For importers, it's crucial that Italian producers are active and attentive to market trends. They must always support their importing partner, or risk losing them. It's a complex and dynamic job, but also very rewarding.
