Wines of Germany is targeting a younger generation
that doesn't have negative associations with German wines as part of its 2008 UK campaign.
Young German winemakers will tour university wine clubs - including Oxford, Cambridge, Edinburgh, St Andrews, Bristol and the London School of Economics - from February.
"People under 25 don't
see the baggage
attached to German wines that older consumers
do," said Wines of Germany UK managing director Nicky Forrest. "The dynamic younger generation from Germany will be
doing tours of two or three universities at a time. With the young producers and young students it could be a real meeting of minds.
"We thought it was a really great way to get to younger people and get the generic message out there - right when they are beginning to get interested in wine and gain their own opinions."
The body is also giving a more youthful slant to its summer sampling activities - the usual outdoor classical concerts will this year be joined by jazz and pop events.
Wines of Germany's focus for 2008 is Riesling followed by Pinot Noir, and it will be working with other generic bodies to get more coverage of Riesling.
It will also be carrying out nationwide sampling and promotions with retailers such as Tesco and Sainsbury's, and it has pledged to take 150 members of the trade to Germany over the next three years.