On Tuesday 10th July, Wines of Germany UK won the IWC Consumer Campaign of the Year 2018 for the 31 Days of German Riesling. Now in its 7th year, 31 Days has picked up an enthusiastic following amongst trade and consumers alike. Some might remember when Amathus stores in London went ‘Naked for Riesling’ with staff members sporting not much more than 31 Days branded aprons. Amathus made a clear statement on behalf of the grape ‘bares all’ as one Drinks Business article put it.
Each year, restaurants, wine bars, and independent merchants around the UK go all out to celebrate Germany’s king of grapes. Participants organise drop in tastings, winemaker dinners, flights, and offers. In 2017 alone, 284 outlets participated in over 60 cities and towns in the UK from Belfast to London. What’s more, the Wines of Germany team provides branded POS packs with sunglasses, tote bags, temporary tattoos, and much more to help the promotions. Participants share images about their activities on social media using the #31DaysofRiesling hashtag, bringing everyone in to a community.
In 2017, the results of the campaign included a 286% sales increase across participating outlets in July vs June. This year, the campaign shows no signs of slowing down. A promotional video launching the 2018 campaign has so far reached over 15,000 views! Additionally, a new partnership with DrinkUp London, organisers of London Wine Week, meant we could tap into the website’s 16,000 London based foodie audience. London wine aficionados could search on the DrinkUp London website for the best places to find a glass of German Riesling and were directed with a digital map.
To learn more about 31 Days of German Riesling, visit the Wines of Germany UK website.