‘It takes 30 days to create a habit… Welcome to the 31 days of German Riesling’

Phipps has been working with Wines of Germany on a multi-channel integrated campaign for nearly two decades and keeping ideas fresh has always been top of the agenda. Over the years we’ve needed to get German wines on the radar with younger consumers and tasting has always been a big part of our or strategy.  But to make this happen the trade needed to be on board.

We’ve been working with Phipps now for nearly 20 years and during that time the team has consistently come up with new ideas to keep the campaign moving on and keep it fresh.

Steffen Schindler Marketing Director German Wine Institute
So the Phipps team created the ‘31 Days of German Riesling’ campaign, a nationwide celebration of Germany’s iconic grape. Now in it’s 6th year, the 2016 programme brought together 255 (an increase of 35% on the previous year) retailers, restaurants (including 15 Michelin starred) and wine bars to run promotions and show some Riesling love.
Waitrose was our chosen national retail partner.  Xenia Irwin, wine buyer Waitrose said, ‘I think this shows great exposure for both German wine and Riesling.  This has certainly been the biggest German wine promotion that we have ever run in branch and has shown the potential of the category as a whole.’
Highlights of the 2016 campaign include:
33 pieces of press coverage with an overall circulation of 2 million
Social media reach of 2.7m (Simply Measured)
70,000 consumers sampled
25,000 bottles of German Riesling purchased
Winner: International Wine Challenge Generic Campaign of the Year 2015; Runner up:  Drinks International Best Integrated Campaign 2015.


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