New communication campaign for German wines

To this end, the DWI wants to break new ground and set different communication priorities than before. „We need to increase the visibility and appreciation of German wines", explained DWI Managing Director Melanie Broyé-Engelkes. „To this end, we want to position local wines and wine regions as part of a modern lifestyle with an experiential character. If we manage to generate positive emotions with our messages, then the purchase decision no longer depends solely on the price, said the DWI boss.

Focussing on consumer moments

The emotionalisation is to be achieved by focusing on moments of consumption. For this purpose, the slogan „Your moment. Your wine.“ was created. The accompanying images, which were presented for the first time at ProWein, show young people expressing enjoyment, joie de vivre and solidarity. „We want to pick people up where they have their personal wine moments. This could be a cosy games evening with friends, a culinary treat with your partner, a birthday party or a get-together with your best friend, explained the marketing expert.

360°-campaign

The implementation is to take place in the form of a so-called 360°-campaign, which pursues a holistic marketing approach and addresses consumers via relevant communication & sales channels in order to get them excited about wine from all German wine-growing regions. The campaign is aimed at both the younger generations and the more wine-savvy older consumer group. From May, campaigns will be launched with food retailers, specialist retailers and restaurants in focus cities in western, northern and eastern Germany as well as in Munich, combined with social media and geo-targeting to maximise visibility and reach.