The body has devoted the whole month to Riesling by running its 31 Days of Riesling campaign in the UK for the first time, after success with a similar campaign in the US.
Throughout July retailers and restaurants can run Riesling promotions highlighting the wine’s food-matching capabilities, versatility and taste.
Wines of Germany will be offering eye-catching POS materials including branded T-shirts, temporary tattoos, menu cards and posters to all participants – and those who sign up early will also be offered staff training.
The best promotions will win trips to Germany and runners-up will win £500 towards new German wine listings.
The push will be backed by a media campaign and an interactive micro-site where consumers can find out which retailers and restaurants in their areas are taking part, learn more about German Riesling and win prizes including a weekend break in Germany.
Wines of Germany UK managing director Nicky Forrest said: “German Riesling should be a natural choice for consumers these days, given its naturally lower alcohol levels and light, refreshing, food-friendly styles.
“We’re aiming to increase consumer awareness of these delicious wines by encouraging restaurants and retailers to get their customers to see German Riesling in a different light, through a more dynamic and more fun sales approach. We’re hopeful that this will be the start of the long overdue German Riesling resurgence in the UK.”
For more information, contact Wines of Germany on firstname.lastname@example.org.