UK: Wines of Germany introduces new campaign

Its' program highlights the aromatic diversity of Riesling and other white wine grape varieties grown in Germany.

The world of German wine beyond Riesling

The campaign will see the return of the “SommSessions”, two events designed to introduce the UK hospitality industry to the world of German wine beyond Riesling. The first event will take place on March 17 in London, the second in June as an online event.

Wines of Germany's generic tasting, “The Big G”, will take place in the Scottish capital Edinburgh this year at the Scotsman Hotel on 12 May. The event hopes to generate new demand in Scotland while putting the spotlight on young, up-and-coming winemakers with 'Generation Riesling' and British importers .

UK open to new taste experiences

The new campaign will also see the return of the '31 Days of German Wine' initiative, which aims to promote the wines in the on and off-trade during July. Wines of Germany UK will also be working with WSET to provide online German wine training for the Trust's course providers - focusing on the diversity of German styles.

Nicky Forrest, Managing Director of Wines of Germany UK, wants the campaign to highlight the potential of German wines amid changing consumer preferences.

“As drinking and consumption habits evolve, German wine remains an exciting and accessible choice for all occasions. With its inherently light, elegant profiles, it is perfectly positioned to thrive amid changing customs and the growing trend towards more mindful indulgence,” said Forrest. “Through our 2025 campaign, Wines of Germany UK will highlight the quality, versatility and modern appeal of German wines and ensure they are a first choice for today's wine lovers.