Where should I buy wines for Christmas?

The Christmas season is approaching and you are wondering where to find the right wines for the festive period. The good news: there have never been so many good options for sourcing quality wine. Whether online, from a local merchant or directly from the winery — each option has its advantages.

In this guide I will walk you through the different buying channels and share what to look out for so you can head into the festive season relaxed and well stocked. Because especially at Christmas, it pays to look beyond price and consider quality, service and personal advice.

The major online wine shops: Convenient and reliable

Online wine shops have become enormously professional in recent years. The big providers now offer not only huge selections but also excellent service and timely delivery — essential during the Christmas period.

Established online retailers

Hawesko is one of the leading names in German wine retail. With over 25 years of experience in online business, they offer a comprehensive range and guarantee delivery before Christmas if you order by 19 December. Particularly convenient: during the Christmas season there are often discounts of up to €30.

Ludwig von Kapff can look back on over 330 years of experience in wine trading — impressive, isn't it? They offer free delivery and their Christmas order deadline is 20 December at 2 pm. Their Christmas wines are sometimes discounted by up to 53 percent.

Weinfreunde impresses with a well-curated range and the option to order wines as a gift with an attractive carry bag. Perfect if you have no time to wrap presents.

Specialist online providers

For French wines, Vinatis is an excellent address. They deliver within six working days to Germany and often offer early-bird discounts. If you are looking for Bordeaux or Burgundy, you will find them here.

Vinos specialises in Spanish wines and was named Germany's best online wine retailer by Deutschland Test. If you want to surprise someone with a Rioja or a crisp Albariño, this is the right place.

Order by mid-December at the latest to avoid stress. Most shops have order deadlines between 17 and 20 December.

Advantages of online shops

• Huge selection from all wine regions of the world
• Detailed product descriptions and reviews
• Convenient home delivery
• Often lower prices through fewer intermediaries
• Wine packages and ready-made gift sets
• Filters by grape variety, region, price and occasion

Buying direct from the winery: Regional and authentic

Buying directly from the estate is my personal favourite method — at least when I have the time. You get not only first-class quality but often fascinating insights into the winemaking process.

Online platforms for direct purchasing

WirWinzer is the largest platform for direct sales from winemakers in Germany. The wine is sent directly from the producer to your door — it doesn't get much fresher than that. Shipping is usually free for orders of 12 bottles, and there are special offers at Christmas.

The platform connects you with hundreds of German winemakers from the Moselle to the Palatinate. You often find wines here that are not available in normal retail, because estates reserve their best bottles for direct sales.

Visiting regional wineries

If you live in or near a wine region, a visit to the estate is well worth it. Especially before Christmas, many winemakers have their tasting rooms open and offer tastings.

Weingut Schedler on the Moselle, Bürgerspital Würzburg in Franconia or the Bischoffinger Winzer at the Kaiserstuhl — they all have online shops with Christmas offers, but a personal visit is of course even nicer.

Call ahead and ask about tastings. Many winemakers take time for consultations during the pre-Christmas period.

What makes buying direct special

• Value for money: no intermediaries often means better prices
• Unique wines: small batches that you cannot find elsewhere
• Personal advice: the winemaker knows their wines best
• Freshness: optimal storage right up to dispatch
• Stories: you are buying not just wine but a piece of passion

The local specialist wine merchant: Expertise on your doorstep

Despite digitalisation, local wine merchants have their place — and how! Especially at Christmas, when you need special wines or expert advice, they are invaluable.

Advantages of the local merchant

A good specialist knows their range inside out. They can give you targeted recommendations if you say: "I'm looking for a red wine for the Christmas goose, but my brother-in-law doesn't like tannins." Or: "My mother-in-law only drinks dry Riesling, but it needs to be something special."

That kind of advice you simply cannot get online. And you can take the bottles home immediately — no waiting for a delivery, no risk of transport damage.

What makes a good wine merchant?

• A curated, thoughtfully composed range (not just mass-market wines)
• Knowledgeable advice without sales pressure
• Fair prices
• Regular tastings and events
• Personal relationships with winemakers
• A changing selection to reflect the season

Ask your wine merchant for their personal favourites. These are often genuine insider tips that they only stock in small quantities.

Wine sections in supermarkets

Major supermarkets and drinks retailers have also expanded their wine ranges. At Edeka, Rewe or Kaufland you can now find a respectable selection. Advice may be limited, but for straightforward everyday wines or spontaneous purchases it is a solid option.

For more discerning tastes, check out Galeria or specialist wine departments. These often have staff with relevant expertise.

Wine subscriptions and packages: The relaxed solution

If you don't fancy doing individual research, wine packages are a fantastic alternative. Many online shops put together themed packages: "Wines for the Christmas menu", "Winter red wine package", "Bestselling trio" and similar.

The advantage: experts have already made the selection, the wines work together, and you often save compared to buying individually. At Club of Wine or Vino24 there are such packages with good discounts, especially before Christmas.

Wine subscriptions are another option: you regularly receive curated wines at home. At Christmas you can either use this as a gift or treat yourself to a special package for the festive period.

What to watch out for when buying wine at Christmas

Keep an eye on order deadlines

Most online shops have cut-off dates for guaranteed delivery before Christmas. These are typically between 17 and 20 December. But be careful: the closer to Christmas Eve, the more risky it gets. Order a week earlier if you can — that gives you a buffer.

Check delivery terms

Pay attention to:

• Delivery costs: often free from 12 bottles or a certain order value
• Packaging: especially important in winter — reputable merchants protect bottles against frost
• Delivery time: express or standard?
• Delivery location: some shippers deliver only to the front door, others to the flat

Calculate the right quantity

For a Christmas dinner with 6–8 people, allow for:

• 1–2 bottles sparkling wine for the aperitif
• 2–3 bottles white wine
• 3–4 bottles red wine
• 1 bottle dessert wine (optional)

Better one bottle too many than too few. Leftover wine is rarely a problem.

Storage at home

If you order early: store wines cool (below 18 degrees), dark and lying down. Before serving, reds should ideally stand at room temperature for 1–2 hours. White wines go in the fridge about an hour before serving.

My personal tips for Christmas wine shopping

After many years of experience, I have learnt: a good mix is the key. I like to order German wines directly from small estates via WirWinzer — there I get authentic quality at fair prices. For international wines or when speed matters, I turn to established online shops like Ludwig von Kapff or Hawesko.

And for spontaneous discoveries or last-minute purchases, I have two or three good wine merchants in town where I know I will get honest advice and no unwanted recommendations.

Try different sources. Order two bottles from a winery, two from an online shop and pick up two from a local merchant. You will quickly discover what suits you best.

One more tip: make a list. Write down what you need — aperitif, accompaniment to the main course, dessert wine — and shop with purpose. This prevents impulse buys and ensures you have everything you need.

Conclusion: The best source is the one that works for you

There is no single perfect place to buy Christmas wines. Online shops score on selection and convenience; buying direct from the winery on authenticity and often better value for money; local merchants on personal advice.

My recommendation: use all three channels for different purposes. Order special wines early from the estate, get the basics online and let a specialist advise you in person on one or two highlights. That way you get the best of all worlds.

And do not forget: the best wine is the one that you and your guests enjoy. Wherever it comes from.

Merry Christmas and cheers!