Luvians Bottle Shop in St Andrews is the winner of the annual 31 Days of German Riesling competition in the off-trade category, with West country retailer Le Vignoble in second place as the runner up.

The competition, organised by Wines of Germany, also gave a highly commended award to Duncan Murray Wines in Leicestershire.

The campaign, now in its seventh year, saw a greater focus on supporting UK independent merchants and retailers, with stores across 34 towns and cities in the UK taking part.

Wines of Germany also introduced a new look for the campaign this year with an enhanced colourful logo and new point of sale items.

Archie McDiarmid, manager of Luvians Bottle Shop, which stocked 35 different German Rieslings to celebrate the campaign, said: “There is perhaps no month that Luvians staff members look forward to more than July’s 31 Days of German Riesling. We found that increasing our selection in the £8-12 range has made it a lot easier to sell Riesling to those who were working with a smaller budget, or had not tried it before.”

The winner of the on-trade category was Pantry & Co, a delicatessen and specialist wine and beer shop. Owner Joan Torrents, said: “The (31 Days of Riesling) has allowed us to have a targeted approach and a purpose. It has driven more footfall, more awareness and significantly increased the sales of wines by the glass. Without a doubt, the most successful and effective campaign that we have run since we opened three years ago.”

Participants reported listing on average 11 different German producers, and increasing German Riesling listing by an average of six wines, for the duration of the campaign. Many also commented on the effects of the heatwave in July helping to bump up sales of German Riesling, with an average 500% volume increase and over 300% increase in July 2018 versus June 2018.

A recent Wine Intelligence report revealed that Riesling remains in sixth position in terms of white varietal consumption in the UK.

Wines of Germany UK director, Nicky Forrest, said: “We are thrilled with the results of this year’s 31 Days of German Riesling. This has been a strong initiative from the start and the rebrand has helped to freshen up the campaign and continue to engage the modern consumer.”

The 31 Days winners will receive cash prizes towards new listings of German wines.