Outlook: The German Wine Institute's Communication Work
With the beginning of the pandemic, it was initially very hard for all employees, as well as the German wine sovereigns, to have to cancel the majority of elaborately planned events and appointments. Nevertheless, we didn't put our heads in the sand, but rather put our heads together and found creative solutions to convey the special features of our wines to wine consumers and to further enhance their image.
Communication at home
The core element was our three-month-long Theme Weeks around local wines that took place during the 1st lockdown. With over 300 video clips and posts on the Instagram and Facebook channels (e.g. USA) of the German Wine Institute, Generation Riesling and the German Wine Queen, we alone were able to reach more than a million people. We hope to achieve a similar success with the highlight weeks currently taking place.
The local wines also became very visible nationwide thanks to the continued and intensified communication campaign that focuses on both the regional origins and the people who produce our wines. The associated advertising campaign in consumer magazines and print products in the food retail trade as well as in social media channels was expanded to include regional-specific motifs in 2020, which has led to even greater visibility. In addition, radio spots on the subject of “wines from German regions” were broadcast nationwide outside of the growing areas. The campaign will continue in 2021.
As in the second half of 2020, the topic of "Wine and Tourism" will be a special communication focus of our work in Germany next year. Together with the regional wine advertisements, particularly stylish vinotheques in all 13 German wine regions will be awarded for the second time after 2016 in order to offer tourists additional incentives and contact points for visiting the regions and tasting typical regional wines. In addition, we want to catch up as many events as possible in the next year that were cancelled in 2020.
Internationally, communication continues to emphasize the diversity and particularity of typical German grape varieties, with Riesling and Pinot Noir as the peak leading varieties, followed by Pinot Blanc and Pinot Gris. In markets where the messages about these key grape varieties has already been established, we also include varieties such as Silvaner or Lemberger in our communication. German Sekt remains an integral part of the DWI communication measures, especially after the significant increase in international attention it has received in the last two years.
With thanks and good wishes for the new year
2020 was a challenging year for all of us. We would like to thank you all the more for your support and your willingness to break new ground with us. We wish you a Merry Christmas and a happy and healthy start to the New Year!