Theme weeks: social media firework about Wines of Germany


"Cool series - cool branch!" - With this comment, an Instagram user summed up the consistently positive response to the DWI theme weeks on social media.

For twelve weeks, The German Wine Institute (GWI) used the time of the corona-related lockdown to organize a real firework of information about domestic wines with over 300 video clips and posts on the Instagram and Facebook channels of the German Wine Institute (i.e. Wines of Germany), Generation Riesling and the German Wine Queen reached well over a million people in total. Numerous print and radio media also took up the theme weeks, which further increased media attention for our wines and the range achieved.

Social Media Firework

Online competitions and -questionaires increased interaction with winelovers, who all commented positively on GWI's theme weeks. "With the information series we gained 3,000 new subscribers for Instagram and Facebook channels in short time", says Head of Communications Frank Schulz. The campaign was well received on social media.

The trio of the German wine queen and the wine princesses inspired their fans from their home offices with recipes from their "Crowned Kitchen" series and invited them to three royal online live tastings with wines from all 13 German wine growing regions.

The GWI would like to thank the many wine producers and experts who actively supported the campaign weeks with video clips or interviews on the various topics, some of which were elaborately produced.

Three months of concentrated wine knowledge

Every fortnight, the GWI focused on changing topics related to local wines - for a period of around three months. In the middle of march the theme weeks #drinkpink kicked off, in which the new style of German rose wines and sparkling wines (#PerlenimGlas)was presented on social media instead of at ProWein.

Winelovers could also find out how to enjoy Easter with the right wines and dishes at home at #osterweine. In addition, there was a personal recommendation for all gourmets for the Easter menu from the German Wine Queen Angelina Vogt.

Producers of residual sweet quality wines were very grateful about the topical weeks #lieblichlecker, since they sometimes miss media coverage of their noble sweet wines - a worldwide reknowned German speciality.

Sparkling winelovers got their money's worth during the #PerlenimGlas theme weeks, where they were given exciting insights behind the scenes of sparkling wine production. A 90-minute tutorial with GWI's Sommelier Manuel Bretschi on the “German sparkling wine” rounded off the topic.

Wine connoisseurs and producers were very pleased about the opportunity to present their very personal favorites such as Silvaner, Frühburgunder, Trollinger, Gutedel or Elbling to the general public for two weeks during the #regionalehelden theme weeks.

The GWI dedicated the last themed weeks to the large Burgundy family under the hashtag #burgunderwunder, focusing on the international success of the red and white Burgundy wines.

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