Japanese influencers visit Germany's wine growing regions
Prior to this premier, the motivated multipliers from the Far East had submitted themselves to an ideas competition of the DWI's Tokyo office. For the winners, it went to Berlin and the wine-growing areas Mosel, Nahe, Rheinhessen and Rheingau.
Three Japanese influencers from the fields of fashion, fitness and travel
Via the medium of Instagram, we are able to reach young, urban consumers in Japan, says Ulrike Lenhardt, Marketing Manager at DWI. Some of the ideas about German wine are still very traditional there, which is what we want to change. That's why we started this journey", Lenhardt explains.
The start of the trip was an adventure day in the culinary- and wine scene of Berlin. Together with the wine merchant Wein & Glas, Lynn Yoshimi, Miho Shibutani and Maya Sasakura discovered the capital's wine hotspots.
Versatile architecture for Germany's thriving wineries
Modern architecture was to be seen at the wineries van Volxem, located by the Saar river as well as Dreißigacker in the Rheinhessen region. On the bike and by boat, the excursion continued along the Moselle. Among other destinations, the Mertes Cellar, the Sekt estate St. Laurentius and the family wineries Lauer and Cantzheim (Saar) were explored.
On the return trip, short visits to the winery Tesch (Nahe region) and to a SPA that offers grape ceed therapies (Nahe) were made possible. The winery Bäder in Rheinhessen and Schloss Vollrads in the Rheingau formed further highlights of this innovative Influencer journey.
The media-savvy Japanese guests continiously updated their global Instagram audience about their impressions about Germany. Lynn Yoshimi, Miho Shibutani and Maya Sasakura were thrilled about Winzersekt (winemakers sparkling wine), the modern dry wines and the beautiful landscape.
Citations of the three Japanese participants:
Lynn Yoshimi, reporter, outdoor influencer, freelance model
„My favorite experience was the Landlust pick nick.“
„I couldn’t stop shooting photos“.
„The Rock’n Roll cellarmaster at Weingut Tesch was grand. She played the guitar!“
Miho Shibutani, fitness trainer, influencer
„My favorite activity was biking alongside the beautiful Mosel river.“
„I loved the colore of my sports ware – light green – that matched the Landlust white wine.“
„Also, I enjoyed the garden of Weingut Bader as well as their swing and their dog.“
Maya Sasakura, fashion & pr consulting
„I love to change fashion for every scene, this was fun at Weingut Dreissigacker‘s modern interior. The room wem et their impressed me – I wish I could live there!“
„The most exciting program of all was the Boat Tour!“
„At BollAnts SPA, everybody discovered that grapes are not only there for wine making but also effective for our outer beauty.“
„The hotel were like a dream-world!“
„Also, Berlin was so stylish. I loved that town and our cute hotel.“
Lynn Yoshimi, Miho Shibutani und Maya Sasakura agree: "The trip changed our initial picture of wineries in Germany. We thought there were only small historic houses, as we experienced at Baeder and Peter Lauer’s winery. However, seeing Van Volxem and Dreissigacker persuaded us that there is more to see in Germany! It can be very stylish too."
"We also learned that German wine is low in alcohol, which is better for your system. The trip convinced us that quality is more important than quantity. We all loved to post our impressions and adventures!"
Notes to the editors: Social media activities and so-called word-of-mouth impulses form a focal point of the communication strategy of the German Wine Institute (DWI). Through the use of modern communication channels, the awareness and perception of "Wines of Germany" has increased significantly in recent years worldwide. Frank Schulz, Head of Communications (DWI). see also Forbes.com
Wines of Germany - Japan