German and Bordeaux Wines Launch “Clink Different”
The goal of this marketing and communication program is to increase awareness and sales of Bordeaux and German wines in key U.S. markets over the next three years.
Natural synergy between Germany and Bordeaux
For both Germany and Bordeaux, the U.S. is one of the most important export markets. This shared interest combined with common history, culture and art of living created a natural synergy between Germany and Bordeaux. Recognizing this connection and united potential, CIVB and DWI have set out to engage key influencers of the U.S. trade, media and gastronomy scene, as well as consumers, inviting them to explore the unexpected and to Clink Different.
To kick off the program, CIVB and DWI co-hosted the official launch event for the campaign on Thursday, May 23rd in New York City. Monika Reule, Managing Director of the German Wine Institute, and Allan Sichel, President of the Bordeaux Wine Council, invited members of the media and influencers to a special tasting and paired luncheon at Crown Shy – the new restaurant from James Kent and Jeff Katz. Master of Wine Jean Reilly, Education Director of Clink Different, led attendees through a blind tasting, introducing guests to surprising styles and unexpected wines from each region.
Honoring renowned reputation, spotlighting modern viticulture
The event showcased the incredible range and quality of wines from Bordeaux and Germany – all of which are made with patience, passion and hundred of years of innovation. Drawing on these parallels, this partnership presents an opportunity for each region to honor its renowned reputations while spotlighting its modern viticulture and unveiling hidden gems.
The Clink Different marketing activities will focus on the U.S. states of California, Oregon and Nevada on the West coast and South Carolina, Florida and Georgia in the Southeast. The existing activities of the two organizations in the U.S. will be continued and coordinated with the new EU-funded measures.
For additional background on this partnership and our activation details, please visit ClinkDifferent.com to stay informed on program updates.
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.
More information: www.bordeaux.com
The German Wine Institute
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.
More information: www.germanwineusa.com