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Waitrose highlights campaign for German Riesling
Waitrose is anticipating strong sales of German Riesling, as it rolls out national tasting in-store as part of the 31 Days of German Riesling campaign.
The retailer, which is offering tastings of the selection of German Rieslings in 53 stores nationwide today from 2pm, is the retail partner for the campaign, which is organised by Wines of Germany. It is also offering 20% discounts on all German Rieslings across its store estate and online, along with suggestions for food pairing in its consumer magazine, Waitrose Food magazine, and other promotional activities aimed at encouraging customers to explore and enjoy German wine.
It is the second year it has partnered with the organization, after seeing sales rise up 181% during last year’s campaign.
Waitrose’s German wine buyer, Xenia Irwin MW, said the campaign was a “brilliant” way to rectify the public’s perception of Germany’s “underrated” wines and the retailers was pleased to partner with Wines of German on the project again.
“Last year proved very successful and our consumers thoroughly appreciated the chance to try out new wines. It is a great opportunity to engage consumers in this wonderful grape variety and the range of styles we can offer,” she said.
“Germany is a much underrated region and Riesling, although long favoured by industry specialists, has yet to grip the consumer’s imagination. 31 Days of Riesling is a brilliant way of helping to rectify this.”
Over the last year the retailer has boosted its range of German Rieslings across the price points to 20, which it says offers a more comprehensive selection. New additions in the spring included its own-label Waitrose German Dry Riesling 2015 Mosel (RRP: £7.99), Louis Guntrum Hipping Grosses Gewächs Riesling 2014 Rheinhessen, (RRP: £28.99 on WaitroseCellar) and a limited release Willi Haag Brauneberger Juffer-Sonnenuhr Riesling Auslese 2015 Mosel, (RRP: £16.99).
The 31 Days of Riesling Campaign is run annually, and this year has seen 230 bars, restaurants and retailers participate to promote the grape though competitions, tastings, food pairings, and other promotional activity.