German Wine Institute Realigns Communication Efforts
Monika Reule, managing director of the German Wine Institute, outlined the most important goal of the new marketing concept as follows: “Wine enthusiasts at home and abroad should be made aware that German wines number among the finest in the world and are unique in nature. Furthermore, it is important that Germany – also in the domestic market – be perceived as a wine-growing country in which its wine is an important cultural asset as well as inherent to a modern lifestyle.”
In order to achieve these goals, focal points are to be defined and coordinated for public relations and marketing concepts in the domestic and foreign markets. As is already the case in export marketing, key regions in Germany are to be targeted. In particular, consumer communication will be intensified with well-aimed activities and measures. Furthermore, to strengthen the institute’s own communication efforts, new strategic partnerships are to be developed, taking into consideration existing EU joint and promotional programs.
Monika Reule also emphasized that “it is important that we intensify our work with the 13 regional wine promotion boards – herein lies great potential for synergies.”
In general, the German Wine Institute will focus more on event marketing that places wine in the limelight. Traditional print advertising will be reduced in favor of other promotional measures – all with a view to strengthening communication efforts at home and abroad. This includes expanding press relations as well as further developing information available online.
Grape varieties, in conjunction with wine-growing regions, as well as culture and lifestyle are to play a more important role in the Wine Institute’s communication strategies in the next five years.
Restaurateurs and the trade – as well as the press and other opinion leaders – will remain key target groups and are to be more closely integrated into marketing activities. Consumer communication will focus on wine enthusiasts with a modern, upscale lifestyle.
Restructuring Goes Hand in Hand with the Strategy
Monika Reule explained that the future strategy will be implemented in conjunction with structural adjustments within the German Wine Institute. “The domestic and export marketing departments will no longer be separate entities, but rather will form a network of five departments on an equal footing.” Furthermore, a new “marketing and communication” advisory board will be founded to replace existing boards responsible for promotional and export activities. To foster more efficient and extensive cooperation with the 13 regional wine promotion boards, they will be more closely involved with tasks that have been handled by various committees and circles in the past, and take on more of an advisory role. The Wine Institute’s services on offer to the German wine industry are to be expanded.
Monika Reule feels that the new strategy puts the German Wine Institute in a good position: “After many conversations and constructive discussions we have laid the foundation for a stronger presence for German wine at home and abroad. We will begin to implement our new strategic goals in the coming weeks.”
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