Campaign is misguided

08 February, 2008

It's all very well Wines of Germany running a campaign to get more young people to drink German wines, but unless they make it easier to understand I can't see it working.

Branded wines like Black Tower and Blue Nun might be perceived as naff by some of my younger customers, but at least they recognise them. Some of them even buy them .

Although it's commendable to run some kind of wine education, I just don't think it will make a great deal of difference to my customers, who mostly make their decisions by brand or grape variety.

As it stands, the way most German wines are labelled and presented

means they just don't grab the attention of the majority of wine drinkers who enjoy wine

but don't have time to learn much about it.

Educating a handful of university students may convert a few budding wine buffs to the joys of Riesling or Pinot Noir, but until German producers start promoting good quality brands like so many other countries have done, I'm afraid I can't see any campaign changing the common perception of German wine.

Richard Jones


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