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Wines of Germany targets US

Published:  23 July, 2008

The European Union is to help fund a campaign to promote Riesling to the US market.

Wines of Germany plans to target US consumers across the on and off-trade as part of the Destination Riesling' three-year campaign. The amount of EU funding has not been disclosed.

Riesling is currently the fastest growing white varietal in the US, rising 5.6% by volume in 2007, according to Wines of Germany. Imports of German wine to the US have increased 28% over the last year.

"We are thrilled to promote European Riesling on a new, larger scale that has never before been possible at this level," Monika Reule, managing director of the German Wine Institute, said

The program will kick off with a luncheon at New York City restaurant, 154 South Gate, at the Jumeirah Essex House Hotel in May.

The luncheon will highlight some of Europe's finest Riesling producers and vintages and feature pairings guided by sommelier Troy Weissman.

Other aspects of the campaign include targeted advertising to consumers and the trade and food and wine pairing.

Producers presenting wines include: Steffen Christmann of Weingut Christmann (Pfalz, Germany); Severine Schlumberger of Domaines Schlumberger (Alsace, France); Fritz Hasselbach of Weingut Gunderloch (Rheinhessen, Germany); Hannes Hirsch of Weingut Hirsch (Kamptal Kremstal, Austria); Christian Witte of Schloss Johannisberg (Rheingau, Germany); and Johannes Selbach of Weingut Selbach-Oster (Mosel, Germany).