DWI expands Onlinemarketing


After the restrictions on public life caused by the corona pandemic, the German Wine Institute (DWI) has rapidly expanded its online marketing activities for German wines.

Since the middle of March, the theme of German rosé: still and sparkling wines was launched on the websites, and all Facebook and Instagram channels.

From April 6th to mid-June, new themes will be rolled out every 14 days, in which different aspects of local wine will be brought into focus. The current theme starts with the hashtag #osterweine - German wines for Easter, which unfortunately will be different for many families this year. There are recipes with wine recommendations for Easter, competitions, quizzes, Easter folklore and much more. A small selection will also be made available in English. The German Wine Queen and the German Wine Princesses will also comment on the Easter videos with small videos and tips.

Everybody can participate

All German wine producers are invited to participate and to post their respective recommendations, offers and promotions related to Easter by video or in comments on their own channels and via the DWI. The campaigns run under the hashtags #osterweine #dwidigital on the Facebook and Instagram channels of the DWI, the German Wine Queen and Generation Riesling.

In calendar weeks 17 and 18, everything will revolve around the theme of Sweet wines (Spätlese, Kabinett, off-dry and sweet quality wine). Calendar weeks 19 and 20 – coinciding with Mother's Day - focus on the subject of Sparkling wine. Then the following two weeks focus on Local Heroes, with region-specific grape varieties such as Trollinger, Lemberger, Gutedel, Elbling, Silvaner, Goldriesling, and finally in week 23/24, the increasingly popular Burgundy varieties are celebrated under the motto "Burgunderwunder". This incorporates Weißburgunder (Pinot Blanc), Grauburgunder (Pinot Gris), Spätburgunder (Pinot Noir) and Frühburgunder.
The corresponding hashtags are: #osterweine, #lieblichlecker, #perlenimglas, #regionalehelden and #burgunderwunder.

In addition, all wine producers in Germany are requested to update their information in the DWI's publicly accessible wine database. The new categories "Online Ab Hof Versand" (Online cellar door shipments) and "Online Weinbeispiele" (Virtual Winetastings) have been added to the list of services. In addition, a list of German wineries that offer online wine tasting can be found on the DWI website, currently sorted by cultivation area, however these are predominantly in German. Other wineries will be gladly added.

Digital marketing channels

In addition, the DWI is currently in negotiations with various food retailers and specialized shops to launch special campaigns for wines from the 13 German growing regions in the coming weeks.

Work is also underway for online training courses on the theme “Wines from German growing regions” for specialists from the catering and retail sectors. The advertising campaign "Wines from German regions - quality that you can taste" will continue to run in high-reach public media and will be reinforced by radio spots from June.

Wines of Germany active worldwide

The DWI offices abroad are also working hard to implement new formats. The Wines of Germany office in the USA launched a list of sources for German wines last week ( The other agencies are also working on new concepts. The Wines of Germany office in China has been doing online training and wine tasting with German wines for a few weeks now. In the Netherlands and Belgium, campaigns to support specialist retailers and importers of German wines are in preparation.

"Since the postponement of ProWein and due to the dynamism of the Covid 19 pandemic, it has been clear to us that we have to quickly find new ways to support the domestic wine industry," says DWI managing director Monika Reule. "After we had to cancel all trade fairs, wine presentations for specialists and consumers, trips with national and international experts and media representatives to our growing regions for the coming weeks, we got together and developed new ideas in the shortest possible time, that hopefully will help our wine producers. We tell all wine consumers that our German wine producers are still there for them and need their support. Think global but buy local is the motto now - also for the environment,” says Reule.

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