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The German Wine Institute reaches out to consumers

Published:  23 July, 2008

The German Wine Institute (GWI) is to restructure its domestic and export marketing departments in a bid to change the way German wine is perceived by the consumer.

The wine body said that the country's domestic and export marketing departments will no longer be separate entities, but shall form a network" of five departments on an equal footing to help redefine the reputation of German wines.

The institute said that, over the next five years, it plans to target key regions in its domestic market and abroad, by upping its levels of communication with consumers and developing new strategic partnerships.

Plans include a shift away from traditional press advertising and more emphasis on expanding press relations, making information available online and concentrating on event marketing as well as raising awareness over differing grape varieties, the institute said.

GWI managing director Monika Reule said: "After many conversations and constructive discussions we have laid the foundation for a stronger presence for German wine at home and abroad.

"We will begin to implement our new strategic goals in the coming weeks.

"It is important that we intensify our work with the 13 regional wine promotion boards - herein lies great potential for synergies."