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German Wine Institute and Lufthansa Agree on Joint Cooperation


The German Wine Institute and Lufthansa have agreed to a long-term, strategic partnership. The goal is to foster a greater appreciation of quality wines "made in Germany" among the premium airline’s clientele. Speaking at the ProWein international wine trade fair in Düsseldorf, the head of Lufthansa’s inflight service sector, Dr. Ingo Bülow, commented: "We’re pleased to have a strong partner like the German Wine Institute on board to support us as an ambassador for German wine on international flights."

68f34a23-dfa5-0216-7ffd-f8505f440fd3The cooperation consists of a comprehensive package of measures. One highlight, in particular, will be the “tastings in the sky” to be conducted by German wine queen Marlies Dumbsky. She will personally present exclusive wines to guests in first class on selected intercontinental slights.

In addition, for the first time, the German Wine Institute solicited tenders nationwide for a Weissburgunder (Pinot Blanc) this year. The winner, a Weissburgunder from the Staatsweingut Meersburg in Baden, was selected by an independent jury. As of this autumn, it will be part of the premium wine selection available on Lufthansa’s long-distance flights. Furthermore, guests in Lufthansa’s business and economy classes will also be able to take advantage of the new partnership to learn more about German wines and their origins. From time to time, inflight entertainment during long-distance flights will include clips from the institute’s DVD “The Fascination of German Wine” and brochures with concise background information on German wine will be made available.

Last but not least: there will be special themed promotions featuring German wine in Lufthansa lounges in German airports.

According to the German Wine Institute’s managing director, Monika Reule: “Lufthansa is already known for its comprehensive selection of German wines on board. Thanks to the additional communication measures we’ve agreed upon, we’ll be able to better draw attention to our outstanding wines among Lufthansa’s clientele.” She is pleased about the joint cooperation between the institute and Lufthansa, and is certain it will be mutually beneficial to both partners as well as to German wine.