German wine producers to tap into UK music festivals

Wines of Germany will tour the UK next year, hoping to attract young, aspirational drinkers with a ‘Berlin Bar’ inspired by the uber-cool city.

Wines of Germany will have a bar at Wilderness Festival next year (Photo: Wilderness Festival)

It is part of consumer campaign aimed at tapping into Berlin city’s successful cultural status by spreading the word of German wines beyond London to Northern cities.

It wants to attract 25-40 year olds to new German wines, which are promoted by grape variety. Its ‘Berlin Bar’ will also be present at the UK’s Wilderness music festival next year where it aims to encourage the sale of German wines by the glass.

Its strategy has been to focus on high-end quality wines. German Pinot Noir has shown how it can compete with exorbitantly priced red Burgundy.

But with a diverse range of quality wines emerging from Germany including highly competitive expressions of Sekt, Sauvignon Blanc, Chardonnay, Pinot Blanc and Pinot Gris, Wines of Germany is looking to tap into mid-market prices of wines.

It has generally been known for exporting either high-end VDP wines or low-end wines. Volumes of German wine annual exports to the UK fell up to April 2019, but average prices of German wine in the UK are increasing.

New young German winemakers who combine experimentation with traditional winemaking are showing there is a new middle to premium price point for German wine exports.