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Wines of Germany shifts focus to ‘younger’ wine drinkers

Published:  11 January, 2018

Wines of Germany has revealed its marketing push for this year will be targeting ‘younger more engaged’ wine drinkers in the 35 – 44 age bracket.

The new age focus follows recent research by Wine Intelligence that identified a shift in the profile of the average German wine drinker, pointing to a "new, younger and more wine engaged" group of German wine drinkers in the 35 – 44 age group.

With this in mind, the 2018 push will include sampling across some of the UK’s leading music and food festivals this summer with the aim of introducing people to German wine in a “fun and informal environment”, said Wines of Germany, with 2018 also marking the organisation’s first dedicated consumer tasting in Soho in London in the spring.

It was exciting to see a younger, more interested group of German wine fans emerging, said Nicky Forrest, MD, Wines of Germany.

“We predict that by the end of 2018 value will increase as the market continues to premiumise,” she said, adding German wine was “really beginning to turn the corner in the UK”.

For the trade, one of the most noticeable changes to the campaign is a new look for 31 Days of German Riesling. New branding for the campaign will be unveiled in the spring along with a new interactive website and a re-designed POS package aimed at drawing in new audiences.

In addition, a new format for Wines of Germany Top 50 initiative, which has been renamed ‘Top of the Crops’, has been introduced.

The new format will see judges select wines according to four different categories including: Best supermarket wines, Best on trade wines, Best retail wines, and Best wines seeking representation.

The winning wines will be announced ahead of London Wine Fair where they will be available to taste on the Wine of Germany stand.