News News

New German Wine Institute Representatives in China and Poland


As of 1 January 2015, the Deutsches Weininstitut (DWI), or German Wine Institute, has appointed representatives in China and Poland to support activities that have previously been coordinated from Mainz with the opening of a new “Wines of Germany” office in Shanghai and an office within the German-Polish Chamber of Industry and Commerce (AHK Polen) in Warsaw.

In China, Communications successfully faced stiff competition in its bid for the German wine account. Two competent women with experience in the wine business, Ms. Jeuce Huang and Ms. Stacy Yin, will head up Wines Of Germany China to further promote the image, quality, and diversity of German wines in the Chinese market.

According to the wine institute’s export statistics on German wines (export statistic, pdf), China is now the eighth most important market for German wines in terms of export value. Activities planned in China in 2015 include the organization of joint stands at trade and consumer fairs; the development of “Riesling Weeks” with the wine specialty trade and restaurateurs; and the redesign of the Chinese website that will also list German wine suppliers.

In addition, there are plans to step up communication on social media, such as Weibo and Wechat ¬– especially important in China – as well as strengthen cooperation with media representatives to make German wines more visible in this market.

In Poland, the start of the new year also marks the reopening of an independent DWI office within the German-Polish Chamber of Industry and Commerce (AHK Polen). This will be directed by Ms. Anna Gmurczyk, an experienced communication specialist with comprehensive knowledge of the German wine market. She successfully promoted German wines in Poland for the DWI in the years prior to 2010.

Following the official launch (presentation) of the new office in February, activities in Poland will include a “Riesling Week” (June) and participation in “Wine Festival & Enoexpo Krakow” (4-6 November). The office also plans to hold wine tastings in three Polish cities during the second half of the year.