German Riesling stars in trade promo

Published: 04 April, 2012

In a bid to reinvigorate the image of German Riesling in the UK, Wines of Germany is launching an initiative to highlight the grape's food matching capabilities and versatility.

The 31 Days of Riesling promotion will run from July 1-31 and will see restaurants and independent retailers across the country run German Riesling promotions for customers.

Wines of Germany is offering staff training to early bird registrations and a range of POS materials, including branded t-shirts, temporary tattoos, menu cards and posters. The best promotions will win trips to Germany and runners-up will win £500 towards new German wine listings.

The promotion will be supported by a marketing campaign and a micro-site for consumers, where they can find out which restaurants and retailers in their region are taking part in the promotion, learn more about German Riesling and win prizes, including a weekend break in Germany.

Wines of Germany's managing director in the UK, Nicky Forrest, said: "German Riesling should be a natural choice for consumers these days, given its naturally lower alcohol levels and light, refreshing, food-friendly styles.

"We're aiming to increase consumer awareness of these delicious wines by encouraging restaurants and retailers to get their customers to see German Riesling in a different light, through a more dynamic and more fun sales approach."

A total of 14 restaurants, bars and independent merchants - including Ransom's Dock, Ellenborough Park, Oxford Wine Company, Averys and Vinea in Liverpool - have signed up so far. The deadline to register is May 31; for more information, contact germanwine@thisishphipps.com.

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