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Wines of Germany reveals 31 Days of German Riesling winners

Published:  12 September, 2018

Wines of Germany has announced the winners of this year’s 31 Days of Riesling campaign.

In the on-trade, Pantry & Co took the top gong, with Tate Catering a runner up and EatDrinkSleep highly recommended.

Luvians Bottle Shop was the winner in the off-trade followed by Le Vignoble (runner up) and Duncan Murray Wines highly recommended in the campaign, in which 150 restaurants, wine bars, and independent merchants across 34 towns and cities in the UK took part.

Participants reported listing on average 11 different German producers, and increasing German Riesling listings by an average of six wines, for the duration of the campaign. Many also commented on the effects of the heatwave in July helping to bump up sales of German Riesling, with an average 500% volume increase and over 300% value increase in July 2018 versus June 2018, according to Wines of Germany.

The campaign had allowed Pantry & Co to have a “targeted approach and purpose”, said owner Joan Torrents.

“It has driven more footfall, more awareness and significantly increased the sales of wines by the glass. Without a doubt, the most successful and effective campaign that we have run since we opened three years ago,” she said.

Archie McDiarmid, manager of Luvians Bottle Shop, which stocked 35 different German Rieslings as part of the campaign, said: “Increasing our selection in the £8-12 range has made it a lot easier to sell Riesling to those who were working with a smaller budget, or had not tried it before.”

Earlier this year, the Wines of Germany introduced a new look for the campaign. Featuring a colourful new logo, the new look was designed to represent the “fun and dynamic” positioning of the push.

“The 31 Days of German Riesling campaign has been a strong initiative from the start and the re-brand has helped to freshen up the campaign and continue to engage the modern consumer,” said Wines of Germany UK Director Nicky Forrest.

This seventh edition of the campaign coincided with it winning Best Consumer Campaign of the Year 2018 at the IWC Awards.

The 31 Days winners will receive cash prizes towards new listings of German wines.