"Wines of Germany China" continues to expand its digital presence


In the wake of the COVID 19 crisis, digital marketing has become even more important, especially in the Asian markets. The Wines of Germany China office has expanded its already strong presence in online and social media channels in recent months in order to reach both professionals and end users even more effectively.

Chinese consumers are very internet savvy and prefer to get information online about their desired products, which they are increasingly ordering online. With the lockdown restrictions during the Covid19 pandemic, this sales channel for wine has now developed to over 10 percent of total wine sales in China. Producers who export to China must also take this into account and provide their partners with digital information.

New program for smartphones

For the opening of the Riesling & Co. China Roadshow, which delighted more than 2,300 trade visitors in the three metropolises of Shanghai, Guangzhou and Chengdu in the last week of July 2020, Wines of Germany China officially launched a mini-program on WeChat. "Wines of Germany - Wine Fairs" can now be looked up via smartphone on China’s most important social media channel.

This extensive digital database tool aims to provide information about all B2B events in which Wines of Germany participates. A digital catalog presents the exhibitors and their German wines and enables users to get a quicker overview of the range of German wines at events and to get in direct contact with the provider. The winners of the wine competition TOP50 WINE100 from Wines of Germany China are also included in the program.

Looking back at the first six months of 2020, activities included:

Over 30 live online training sessions reaching over 100,000 consumers and wine professionals.
An online photo competition titled "Happy Birthday Riesling" on the occasion of the 585th Riesling birthday on March 13, which received over 97,000 votes online.
A digital "German Pavilion" was organized at important wine fairs such as the "Lookvin Online Fair" and the "China Food & Drinks Online Fair".
A new WeChat mini-program for the "Riesling Weeks 2020" taking place in July and August, launched as an information platform for all activities related to the promotional weeks in retail and gastronomy. There was also an online photo competition for consumers who could win special prizes with Riesling photos.

Future digital projects in 2020

In the next few months, the "German Wine flagship store" will open at Tmall, one of the largest online trading platforms in China. It offers manufacturers and importers a high-quality, high-reach online sales platform, and for consumers, a reliable e-retailer channel for the selection of German wines. Wines of Germany supports the operator with photos, video and text for generic promotion as well as interesting news. The project is of great interest, as the participation of 40 importers in the introductory talk in July showed.

From October, new training videos on German wines will be available online, which are aimed both at consumers without previous wine knowledge as well as importers for training and promotional purposes.

The campaign "The Harmony of German Wine & Asian Cuisine" will bring together a mobile mini website with photos and video content to give consumers recommendations on how to prepare popular Chinese and Japanese dishes at home and which German wines go with them. In addition, four videos about wine and food combinations will be broadcast on various social channels in cooperation with a renowned food blogger.

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Seminar Shanghai 2020 - Wines of Germany Team

Riesling & Co. China Roadshow, Chengdu 2020