Retailers and restaurants rise to Riesling Week

Wines of Germany is linking up with independent retailers and restaurants nationwide to promote German Rieslings to consumers this July as “Riesling Week” comes to the UK for the first time.

From 23 – 31 July, restaurants and independent retailers across the country have been invited to run German Riesling promotions for customers, to highlight the food matching capabilities, versatility and taste of quality German Rieslings.

The best-performing restaurant and retailer will be awarded £1,000 towards new German wine listings, with runners up each getting £500 towards listings.

A member of the wine service staff from the winning restaurant will also win a place on the Sommelier Spring Class trip to Germany in April 2012.
 
Restaurants and retailers are free to choose the promotional mechanic that works best for them during the week, with suggested activities including in-store Riesling tastings, multiple purchase discounts and bespoke Riesling Week menus with food paired to a range of different wines.

Participating retailers and restaurants will receive a range of POS materials to assist them in their promotions, including t-shirts, promotional postcards, maps and posters.
 
Wines of Germany’s UK managing director Nicky Forrest said: “With consumers increasingly looking for lighter, aromatic wines, now is the time for the trade to really get behind German Riesling and show everyone what they’ve been missing out on in recent years.

“We’re really excited about Riesling Week, it’s our biggest initiative in many years and we’re looking forward to working with restaurants and independent merchants to make Riesling Week the success it deserves to be in the UK.”
 
Restaurants and retailers who are interested in getting involved should contact the Wines of Germany team by e-mail at germanwine@phippspr.com or by phone on +44 (0)20 7759 7405

Alan Lodge, 23.02.2011