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The German Wine Institute (DWI) has launched a new national advertising campaign to promote the special features of wines from domestic cultivation. It wants to focus on the regional origins of German wines and the people who produce them. According to the DWI, the total budget for placements in high-reach, nationwide titles, in online and social media channels and on billboards in major German cities amounts to over one million euros and is partly financed by EU funds.

The national advertising campaign consists of four motifs featuring real wine producers in vineyards and cellars, who use statements to express their attachment to their region and stand for traditional and innovative artisanal winemaking.

Common to all motifs is the sender "Wines from German regions: Quality you can taste". According to the DWI, this statement is intended to emphasize more strongly the origin of the wines from the 13 German growing regions, which are also already recognized by the EU as protected designations of origin.

The individual wine-growing regions can also participate in the advertising campaign with their own motifs and regionally adapted statements. According to the DWI, this is intended to increase coverage and at the same time emphasize the individual characteristics of the origins.

The campaign will be flanked by advertisements in the brochures of major food chains together with accompanying information such as the special features of the wine regions and grape varieties or recipe tips.

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