The contest asked retailers to enthuse and educate their customers about Riesling for the month of July.
Vagabond, which has branches in Fulham and Charlotte Street, commissioned a special mural and invited winemaker Katharina Prüm of Mosel producer JJ Prüm to launch the push with a tasting.
It had 20 different Rieslings on taste every day and the team also got more listings of Rieslings into restaurants the retailer supplies.
Harrogate’s Ake & Humphris won the runner-up prize for listing an extra 40 German Rieslings for the campaign, running several tastings, trading customers up and putting on an eye-catching window display. It also held a World Cup final German Riesling versus Argentinian Malbec tasting, which Germany won.
Wines of Germany UK managing director Nicky Forrest said: “We have been incredibly impressed with the fun, creative and downright quirky activities that have taken place all around the country. The trade has shown a real passion and dedication towards German Riesling and the 31 Days campaign. What has become clear throughout the campaign is that it ignites a sense of passion in people like no other grape on earth.”
Amathus in Soho, Knightsbridge and Leadenhall, Luvians in St Andrews, Laithwaites, The Good Wine Shop in Kew and Chiswick and The Winery in Maida Vale were highly commended.
Vagabond Wines won £1,000 and Ake & Humphris £500 to invest in German wine.