Wines of Germany launches Retailer Partners competition

By James Lawrence

Published: 27 September, 2021

Wines of Germany has launched an innovative scheme to encourage UK independents to spread the word about Germany’s vinous offering.

The Retailer Partner competition offers funding for small to medium-sized retailers in the UK to help them promote German wines to their audience.

The campaign is a continuation of last year’s Retailer Partnership Fund, which was introduced in response to the difficult landscape the wine industry faced during the pandemic.

Interested parties can make an application for grants of up to £5,000, made via the Wines of Germany website.

Applications will be accepted until October 1 and businesses will need to provide a brief outline of how they would spend the prize money to promote their German wines.

Recipients of the funding in 2020 reported an average volume sales increase of over 450% for German wine during their promotion and, in total, over 14,600 bottles of German wine were sold across the UK as a result of their activities, which ranged from online masterclasses, the creation of diverse mixed cases and engaging social media campaigns.

Nicky Forrest, director of Wines of Germany UK, said: “We are excited to continue working with wine retailers in raising the profile of German wine across the UK. The funding will allow retailers to share their love and enthusiasm for German wines in ways that work best for them, and we are looking forward to hearing their plans.”

To ensure a broad spectrum of German wine is represented across all the promotional campaigns, indies looking to apply for a grant must stock at least three different German producers and at least eight German wines for the period of the promotion, two of which must be grapes other than Riesling.

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