Wines of Germany UK provides retailer partnership fund


The London based 'Wines of Germany' agency has launched a campaign in order to support small and medium-size retailers in the UK in their promotion of German wines.

Interested retailers are able to apply for subsidies via the Wines of Germany website until 28th September. Businesses will need to submit their strategies on the promotion of German wines, including the intended use of the granted money.

Wines of Germany UK: “difficult landscape the wine industry now faces”

The aim of the fund is to introduce German wines to a new target group, encourage retailers to develop further engagement with their customers and establish longstanding relationships, said Nicky Forrest, director of Wines of Germany UK. According to Wines of Germany UK there is a “difficult landscape the wine industry now faces”, which needs to be tackled.

By October 2020, retailers to be supported are going to be selected and notified. Over a period of seven months, until April 2021, their promotional activities in the context of this campaign have to be completed.

Requirements for the application are a stock of already three different German producers and five German wines, in order to ensure that the German array of products is well represented. 

Additionally, if picked for the support, retailers have to increase the number of German wines in their range to at least eight (with at least two other varieties than Riesling) during the promotional activities.

Wines of Germany - UK

More News

Apply before september 28th 2020 through All promotional activity must be completed by 30th april 2021.