Around 7,500 samples of German wine were poured at the concerts which featured performances by Jools Holland, Seth Lakeman, Ronnie Scott's Swing Orchestra and The Levellers. It kicked off
the campaign which will see six different German wines sampled to over 125,000 consumers at
events around the UK this July and August.
"The feedback at these concerts has already been phenomenal," said Nicky Forrest, director of Wines of Germany. "Lighter German wines are perfect for drinking outside in the summer and this is a great way to open younger consumers' eyes to the range of German wines that are now available on UK supermarket shelves, including dry and off-dry Rieslings, Pinot Grigio, Pinot Blanc and even red wines."
To help consumers remember the wines they sample, Wines of Germany has produced a postcard featuring pack shots of the wines, tasting notes, stockists and retail price details for visitors to take home.