Wines of Germany targets younger demographic

Wines of Germany has seized upon Wine Intelligence research suggesting the average German wine consumer is getting younger and is shifting its marketing focus accordingly.

The research showed that a new demographic of 35 to 44-year-olds is now interested in Germany as a wine producing country.

Consumer activities in 2018 will target this group through a range of sampling initiatives at music and food festivals around the UK.

Wines of Germany is also launching its first consumer tasting in London’s Soho in the spring.

The generic body has also overhauled its 31 Days of German Riesling with updated POS for retailers, while its Top 50 initiative will now be called Top of the Crops.

The trade tasting will take place at the the Vinyl Factory in Soho on Tuesday, May 1. This year’s title will be G-Force, and will explore “the force of innovative winemakers and terroir-driven wines which are leading German wines forward”.

Nicky Forrest, managing director at Wines of Germany UK, said: “German wine is really beginning to turn the corner in the UK. 

“We predict that by the end of 2018 value will increase as the market continues to premiumise.  It’s exciting to see a younger, more interested group of German wine fans emerging and we can’t wait for the 2018 campaign to continue this trend.  It’s going to be a great year for German wine.”

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