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19.July 2007

New Export Markets for German Wines

By: DWI

MAINZ. Current market conditions and future marketing measures for German wine exports were topics of discussion between the German Wine Institute’s export advisory board and the institute’s European and overseas information services on 4 July 2007. The decision was made to expand the institute’s presence on behalf of German wines in three countries – Poland, Switzerland and Ireland – in addition to the twelve markets in which it is already active.

According to the institute’s managing director, Monika Reule: “We see greater growth potential for our wines in these three markets, and because they are relatively small, we can make an impact with relatively low budgets.” Nevertheless, some 70% of the export marketing budget will continue to be invested in the four most important export markets, namely: Great Britain, USA, The Netherlands, and Japan. In addition, activities will continue in Canada, Belgium, Sweden, Norway, Finland, Denmark, Russia and Korea.

Other potential markets that bear close watching include China and India. Successful business relations have already been established, but the German Wine Institute does not foresee establishing a direct presence in these markets as yet, since the level of investment necessary is much higher than present overall budget commitments permit.

Create Enthusiasm Among Opinion Leaders

All activities in foreign markets are geared to reaching opinion leaders in the trade, hospitality branch (restaurateurs/caterers/hoteliers), and the press. German Wine Institute export marketing concentrates on promoting the image and sales of German wines in the middle price and premium segments. “The goal of our future export marketing efforts is not to increase the volume of exports, but rather the value of wines exported. Recent years have shown that simultaneous increases in domestic and foreign demand are quickly at odds with the supply available,” says Monika Reule.

In foreign supermarkets with high sales, for example, where consumers are not particularly wine savvy, consumer reach for German wines means supplying attractive visuals, uncomplicated designations, and value for money. Enjoyment at a reasonable price.

Riesling has Opened Doors

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