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Friday 31 October 2014

Amathus staff get naked for Riesling

30th July, 2014 by Lucy Shaw - This article is over multiple pages: 1 2 3 4 5

Taking the celebration of Wines of Germany’s 31 Days of German Riesling campaign to new heights, staff at wine wholesaler and retailer Amathus have been getting naked in honour of the grape.

Tom Davidson of the Soho branch of Amathus

Tom Davidson of the Soho branch of Amathus

Five members of the Amathus team have stripped down to their birthday suits at the retailer’s Soho and Knightsbridge stores in order to highlight the brilliance of Riesling, which they consider to be a “naked grape” that bares all.

“Riesling rarely hides behind the crutch of oak and is therefore a pure expression of its origins. More than any other grape it allows the drinker to gain a sense of place of where the Riesling grapes were grown,” Amathus’ sales and marketing manager, Alex Down said.

In addition to stripping off in store in a bid to increase Riesling sales, the merchant has also launched a #NakedRiesling social media campaign on Twitter in order to drum up love for the grape.

The Wines of Germany 31 Days of German Riesling campaign sees over 100 restaurants and retailers in the UK shining a light on the grape throughout July.

Doing our bit to celebrate Riesling, the drinks business has launched its inaugural Riesling Masters competition for which it is now accepting entries. The wines will be judged blind by style and price category. For more information please contact Chloé Beral on +44 207 803 2437, or by email on chloe@thedrinksbusiness.com.

Click through for more revealing pictures of the Amathus team celebrating the joys of the naked grape.

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