A hedonic pricing analysis of fungus-resistant grape varieties in Germany

Fungus-resistant grape varieties (FRGVs) offer considerable ecological and economic benefits through reduced fungicide use, yet their cultivation remains limited. Due to the unfamiliarity of these varieties, marketing them is challenging. This study investigates the pricing and presence of FRGVs in the German high-priced wine segment. The aim is to uncover differences in the value-giving attributes of wines from FRGVs and conventional varieties. A hedonic price model was applied to multiyear (2016–2024) data from the renowned German wine guide “Der Eichelmann” using both OLS and quantile regression (n ≈ 73,800). Our results show that FRGVs are currently only marginally represented in the wine guide. Of the 36 FRGVs authorized in Germany, wines made from only 5 of those varieties appear in noteworthy quantities. FRGVs achieve, ceteris paribus, implicit price premiums compared to conventional varieties. However, as FRGVs are predominantly marketed by wineries with lower reputations and tend to receive lower expert ratings, their average price is below that of conventional varieties. The findings underscore the need for targeted marketing strategies that effectively communicate the sustainability benefits of FRGVs, strengthen credibility through reputable producers, and concentrate on “flagship varieties” to facilitate market penetration.