Wines of Germany and European Union Announce Joint Program to Promote European Riesling in the U.S.Campaign will include promotion of wines from Germany, Alsace and Austria and kick off with a “Destination Riesling” luncheon at 154 South Gate in New York City February 5, 2008, New York, NY Wines of Germany, along with the European Union (EU), announced today a joint campaign, “Destination Riesling,” to market European Riesling in the U.S. The campaign, underwritten by the German Wine Institute and the EU, will promote a holistic communications platform to increase interest and awareness for European Riesling among consumers in the U.S. The three-year campaign will contain both consumer marketing and trade elements. Sommeliers and members of the wine trade have long recognized European wines for their excellent qualities as well as the unique artisanal nature of the producers making the wines. In spite of this, Riesling is only now showing a rise in popularity among the average U.S. consumer. Riesling is currently the fastest growing white varietal in the U.S. (35.6 percent by volume). In the last year, wine consumption in the U.S. has grown considerably, with a 24% increase in Riesling purchases in food stores in the U.S.1 In addition, imports of German wine to the U.S. have seen an increase of 28% over the last year.2 “We are thrilled to promote European Riesling on a new, larger scale that has never before been possible at this level,” said Monika Reule, managing director of the German Wine Institute in Mainz, Germany. “We believe that the tradition and legacy of winemaking in Europe, in addition to the superior climate in which European Riesling grows, makes it a benchmark for Riesling around the globe. We feel it is crucial to communicate this message to wine lovers in the U.S.” The program will kick off with a “Destination Riesling” luncheon at the highly anticipated New York City restaurant, 154 South Gate, at the Jumeirah Essex House Hotel. The luncheon will highlight some of Europe’s finest Riesling producers and vintages and feature pairings guided by sommelier Troy Weissman that express the breakthrough cuisine of Head Chef Kerry Heffernan. Producers presenting wines are: Steffen Christmann of Weingut Christmann (Pfalz, Germany); Severine Schlumberger of Domaines Schlumberger (Alsace, France); Fritz Hasselbach of Weingut Gunderloch (Rheinhessen, Germany); Hannes Hirsch of Weingut Hirsch (Kamptal Kremstal, Austria); Christian Witte of Schloss Johannisberg (Rheingau, Germany); and Johannes Selbach of Weingut Selbach-Oster (Mosel, Germany). European Riesling offers an extensive range of flavors and tastes, from bone dry to seductively rich and fruity, making it one of the most versatile and food-friendly varietals in the world. The “Destination Riesling” campaign will focus on highlighting the best-in-class differentiators of European Riesling and the unique terroirs of Germany, Austria and Alsace. Elements of the 2008 European Riesling program include:
“By bringing European Riesling to the forefront of the new marketing campaign, we believe that we will expose the varietally-oriented U.S. consumer to the wide versatility of Riesling and continue to build a strong following in the U.S. for the world-class wines that German and other European regions have to offer,” added Monika Reule. About Wines of Germany Campaign Financed with aid from the European Union.  1The Gomberg-Fredrickson Report for September 2007, Volume 27, Number 9, “Comments on Wine Shipment Trends Through September 2007,” p. 5. 2The Gomberg-Fredrickson Report for September 2007, Volume 27, Number 9, “Imported Wine Shipments by Country of Origin,” p. 24. |
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