Young wine producers swoop into action
New generation of German winegrowers makes its mark – combined marketing efforts spell success
Young winegrowers are taking over from their parents, and the German wine scene is buzzing.
Particularly impressive is the way more and more young growers are grouping together for marketing
purposes – because strength lies in numbers. They ought perhaps to see each other as competitors
but today young German wine producers are competing not so much with their neighbours as with the vast
range of foreign wines on the supermarket shelves.
These young winegrowers have gained experience abroad, and they are motivated and highly qualified
– as the quality of their wines testifies. They are passionate about their wines and can
communicate their passion to young wine-drinkers. What’s more, their wines are authentic and
reliable – a must in today’s market. Quality is all-important to these young producers
– no wonder, therefore, that they succeed.
The young pioneers
One of the first of these associations of young growers was the Fünf Freunde
(Five Friends) founded 15 years ago in the Southern Pfalz. Today, Rainer Kessler, Thomas Siegrist,
Karl-Heinz Wehrheim, Hansjörg Rebholz and Friedrich Becker are renowned growers with top-rated
vineyards and cellars. Like the latest generation of young growers, they recognise the importance on the
one hand of protecting their individuality, whilst also exchanging experiences and developing common
marketing strategies and promotions.
Joint brands
Many of these associations celebrate their co-operation with a joint cuvée such
as the Rheinhessen Five’s, ‘5 dot 1’ or the Five Friends’ Amici. A very
successful example is the Rheingauer Leichtsinn (Rheingau Frivolity) a high quality sparkling wine
blended from the cellars of 37 young Rheingau producers. They are already selling 120,000 bottles a year.
A group of wine growers from Franken, Frank und Frei (Frank and Free), established in 1996, began with
the object of giving a fresh image to Müller-Thurgau. Since then, the 17 members have also marketed
other white wines, including a Secco under their joint label with annual sales of 400,000 bottles.
Parties for wine lovers
Events are the main focus for some groups of young growers. These range from
wine parties with several hundred guests to exclusive wine and food evenings in unusual venues. One
example of this was an event organised by the Rheinhessen group Wine on the Rock, in collaboration with
young chefs and young sommeliers, in the romantic setting of the Empire Castle in Worms-Herrnsheim.
Similar events have been organised by Nahetalente (Talents of the Nahe) in the famous Bridge Houses
of Bad Kreuznach, while the group SchlAhrVino put on an event in Schloss Sinzig. The Klitzekleine Ring
group focuses its promotions on Mosel Riesling and the steep Mosel vineyard sites. The Winzer der
Tafelrunde (Growers of the Round Table) organise events in the mediaeval Rittersaal (Knights’ Hall)
in Traben-Trarbach.
Deutsches Weininstitut
Postfach 1660, 55006 Mainz
Steffen Schindler, tel. 06131-282944
Fax: 06131/282920
E-Mail: steffen.schindler@dwi-dwf.de
www.germanwines.de
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