Wines of Germany reveal winners of £65k retail fund

Wines of Germany have unveiled the winners of its £65k retail grant which was launched to help small and medium-sized merchants promote German wines in the UK.

14 independent retailers has won a share of the fund, which was launched in August in response to the difficult landscape faced by the wine industry. The fund was offering grants of up to £10,000 to help retail businesses increase and promote German wines.

Around 50 applicants applied through the Wines of Germany website and the winning retailers were revealed today: AdVInture Wines (H2Vin Ltd), Duncan Murray Wines, Handford Wines, Highbury Vintners, Howard Ripley Wines, Loki Wines Ltd, Mumbles Fine Wine, The Oxford Wine Company, Philglas & Swiggot, Tanners Wines, The Good Wine Shop, The Winery, Woodwinter and Yapp Brothers.

Wines of Germany said these applications stood out for “their creativity and the ideas above and beyond the usual promotional activity”, which ranged from virtual tastings with top sommeliers and producers, window displays, a consumer survey into German wine buying habits, collaborations with local wine clubs and work with social media influencers.

Nicky Forrest, Director of Wines of Germany UK, said “We were so impressed with the originality and ingenuity of all the application we received. It was a difficult task to whittle it down to the final winners, but we felt the chosen 14 will really be able to bring the campaign to life all across the UK.”