Germans Turn to Alcohol for Escape, Survey Suggests
In a recent study, it's revealed that Germans rely on alcohol to copes with life's challenges, including wars and crises. Rotkäppchen-Mumm, a sparkling wine producer, released results of this survey on Friday. The survey found that celebrations like traditional festivities are a key reason for many people in Germany to drink alcohol. However, it also showed that people are now using small moments, such as socializing with friends or having a peaceful weekend, as an excuse to raise a glass.
Sixty-four percent of the survey participants cited moments of pleasure as crucial during tough times. Close to half (54%) weren't interested in limiting their consumption. For three-quarters of the participants, sharing drinks socially offered a break from the daily grind.
The authors of the study also noted a growing trend towards alcohol-free or reduced-alcohol drinks. For instance, six out of ten respondents had tried non-alcoholic alternatives to champagne, wine, or sparkling wine within the past year.
Christof Queisser, Rotkäppchen-Mumm's Managing Director, mentioned that the outbreak of war in Ukraine in February 2022 heavily impacted their sparkling wine business. The increased costs for glass, transportation, and agriculture led to a 20% rise in overall production costs. Queisser pointed out that the situation was unprecedented for them, especially in terms of speed. Consequently, the company had to raise its prices. However, the sparkling wine business has stabilized again in the current year.
The survey, titled "Enjoyment culture in times of the coronavirus crisis," has been conducted annually since 2021. The study involved 2,028 individuals aged 18 and above living in Germany, as reported by the opinion research institute Cint. The survey consisted of questions about wine, sparkling wine, or spirit consumption, and was answered via an online survey over a ten-day period between October 27 and November 7.
Rotkäppchen-Mumm ranks as one of Germany's top producers of sparkling wine, wine, and spirits. The company's headquarters are in Freyburg, Burgenland district of Anhalt. According to its own records, the company with nine locations managed a total turnover of 1.2 billion euros last year.
Note: According to enrichment data, the trend in alcohol consumption has shifted during the coronavirus crisis and the war in Ukraine. While specific details from the survey aren't provided, the surge in the demand for no-alcohol alternatives indicates a shift towards more mindful and flexible consumption habits. For instance, Oriental Déjà-Vu Alkoholfrei, a non-alcoholic aperitif, has gained popularity as it aims to offer a similar experience to traditional aperitifs without alcohol.
