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31 Days of German Riesling returns

Published:  05 April, 2019

The annual celebration of Riesling is back, opening up yet more opportunities for the trade to promote and get behind Germany’s star player.

The Harpers-backed promotion is open to importers, independents, wine bars and restaurants across the UK throughout the month of July.

As in previous years, organisers will be helping participating outlets to join in and celebrate Riesling by providing POS kits and downloadable items which can be used to support events.

Participating retailers, bars and restaurants must carry at least two dry German Rieslings, and run the promotion for a least one week during July.

They are also encouraged to hold events and get creative.

Last year, winemaker dinners, drop-in tastings, bespoke menus and special wines by the glass resulted in a spike of 500% in volume sales during the promotional month compared to the month before.

Activities also include in-store tastings, consumer mailings and online competitions.

The best retailer and restaurant will each win £1,000 towards new German wine listings during 2019, and there is also a £500 prize for the runner-up.

Harpers is the trade media partner for the event, which is now open for registrations via the Wines of Germany website by 31 May.