German and Bordeaux wines: A first promising cooperation in the USA


Under the slogan "Clink Different", the Bordeaux wine council Conseil Interprofessionnel du Vin de Bordeaux (CIVB) and the German Wine Institute (DWI) will launch the first ever joint promotion of their wines in the United States in March 2019.

Part of the “Enjoy – It´s from Europe” program, the three-year campaign has a budget of 9.8 million euros, 80 percent of which is financed by the European Union. The joint proposal was able to prevail against numerous applications from all over Europe following an elaborate selection process.

Focus on west coast and the southeast

The goal of this marketing and communication program is to increase the awareness and sales of German and Bordeaux wines over the next three years. The marketing activities will focus on the US states of California, Oregon and Nevada on the west coast and South Carolina, Florida and Georgia in the southeast. The previous activities of the two marketing organizations in the US will be continued and coordinated with the new EU-funded measures. The “Clink Different” program addresses key influencers of the trade, media and gastronomy scene in the US market, as well as consumers through events offering European wine culture and ambience.

For DWI managing director Monika Reule and Allan Sichel, CEO of the CIVB, the advantages of a joint promotion of wines from Germany and Bordeaux are obvious: "For both Germany and Bordeaux, the USA is one of the most important foreign markets, while our most important grape varieties do not overlap, "explains Reule, and Allan Sichel adds: " Among the main reasons for this cooperation are our common history, culture and art of living”.

USA - most important foreign market for German wines

Since 2006, the USA has been the most important foreign market for German wines. With an export volume of 172,000 hectoliters worth 72 million euros, approx. a quarter of all German wine export revenues were generated in the USA during the twelve-month period to November 2018. At the end of November 2018, with almost 200,000 hectoliters worth 280 million euros, the USA is the 2nd largest export market by volume and 3rd largest by value for the Bordeaux wines. In the USA, the per capita consumption of around eleven liters per year, based on the total population, is still significantly below that of France (41.7 l) or Germany (23.8 l) and only about one third of the wines consumed in the US are imported.

Monika Reule and Allan Sichel are looking forward to a successful cooperation and are very confident about reaching their goals. This is particularly important considering the fact that the USA represents a growing and reliable market for wine.

The German Wine Institute in Profile

The Deutsches Weininstitut (DWI), or German Wine Institute, is the German wine industry's communication and marketing organization responsible for the generic promotion of the quality and sales of German wine domestically and abroad.

Primarily, this consists of press work and public relations; implementation of informational campaigns, including appropriate events; participation in national and international trade fairs, as well as organization of wine presentations and events throughout the world in cooperation with German wine producers. In addition, the German Wine Institute regularly provides information services and publishes informative brochures, publications and promotional materials; conducts training programs and seminars, particularly for the wine trade and hospitality industry, as well as market research; and advises the wine industry on questions related to domestic and international sales promotion. In addition to the Institute’s headquarters in Bodenheim, there are “German Wine Information Bureaus” in 14 important foreign markets for German wine exports.

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Conseil Interprofessionnel du vin de Bordeaux

Bordeaux Wine Council (C.I.V.B.) was created by a French law dated August 18, 1948. It unites representatives from the three pillars of the Bordeaux wine industry: winegrowers, merchants and traders.

The CIVB’s 4 missions:

  • Marketing mission: position Bordeaux wines as the brand of reference, create a strong bond between consumers and the Bordeaux brand, recruit new, younger consumers and ensure their loyalty.
  • Technical mission: build knowledge, protect the quality of Bordeaux wines and anticipate new requirements related to environmental and food safety regulations.
  • Economic mission: provide intelligence on production, the market, the environment and sale of Bordeaux wines around the world.
  • The industry’s general interests: protect the terroirs, fight counterfeiting, develop wine tourism.

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More Wines of Germany News

Under the slogan “Clink Different", the Bordeaux wine council Conseil Interprofessionnel du Vin de Bordeaux (CIVB) and the German Wine Institute (DWI) will launch the first ever joint promotion of their wines in the United States in March 2019.