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Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor

Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor. Agenda. The German Wine Institute in brief Key figures of the German wine sector The old image of German wine Modern wine country Germany Legal matters. The German Wine Institute.

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Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor

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  1. Facts & Figures on German Wine Provided by the German Wine Institute / Tysk Vinkontor

  2. Agenda • The German Wine Institute in brief • Key figures of the German wine sector • The old image of German wine • Modern wine country Germany • Legal matters

  3. The German Wine Institute

  4. The German Wine Institute in brief • Who are we? Central marketing organization of the German wine sector • What are we doing? Promotion of the quality and of the sales of wines from all German wine regions • How do we do it? Generic marketing activities in Germany and abroad (competitively neutral and without favoring any company)

  5. 1. The German Wine Institute in brief Core activities in Denmark • market research and reporting on new developments • export promotion and consulting • image campaigns e.g. Riesling Week and Generation Riesling Concept. • Distribution of promotion materials eg. the Öchsle magazine and Öchsle TV • press relations, newsletters and PR.-Events • information trips for press, stakeholders, sommeliers and teachers • organization of tastings and other events • education and further training (seminars)

  6. 6. Marketing activities and strategies Sommelier spring and summer Classes • Up to 25 sommeliers from more than a dozen countries pr. tour • Geisenheim University • Wine Ball • Mainzer Weinbörse

  7. 6. Marketing activities and strategies Riesling Weeks • Riesling Week (UK, CH, NL, DK etc.) • 31 days of Riesling (USA) • WeinEntdecker werden (D)

  8. 2.Key figures of the German wine sector

  9. 2. Key figures of the German wine sector The 13 German wine growing regions

  10. 2. Key figures of the German wine sector Vineyard acreage in Germany 2011 Source: Statistisches Bundesamt

  11. 2. Key figures of the German wine sector Vineyard acreage worldwide 2009 Source: OIV

  12. 2. Key figures of the German wine sector White grapes vs. red grapes

  13. 2. Key figures of the German wine sector Cultivation of red and white grapes historically Source: Statistisches Bundesamt

  14. 2. Key figures of the German wine sector Riesling surface worldwide Source: DWI research, various sources

  15. 2. Key figures of the German wine sector Riesling regionally (2011) Source: Statistisches Bundesamt

  16. 2. Key figures of the German wine sector The major red grape varieties: changes and trends Source: Statistisches Bundesamt

  17. 2. Key figures of the German wine sector Pinot Noir surface worldwide Source: DWI research, various sources

  18. 2. Key figures of the German wine sector Pinot Noir regionally (2011) Source: Statistisches Bundesamt

  19. 2. Key figures of the German wine sector Major “German” grape varieties (hectares) *USA: only California, Washington and Oregon Source: DWI research, various sources

  20. 2. Key figures of the German wine sector Major “German” grape varieties (hectares) *USA: only California, Washington and Oregon Source: DWI research, various sources

  21. 2. Key figures of the German wine sector Wine production in Germany Source: Statistisches Bundesamt

  22. 2. Key figures of the German wine sector Wine production worldwide 2011 Source: OIV Paris, 2011, estimate

  23. 2. Key figures of the German wine sector Dry vs. sweet in German wine production

  24. 2. Key figures of the German wine sector Quality levels in production Source: Statistisches Bundesamt

  25. 2. Key figures of the German wine sector The L-word

  26. 2. Key figures of the German wine sector Development of German wine exports - volume Source: Statistisches Bundesamt

  27. 2. Key figures of the German wine sector Major export destinations 2011 Source: Statistisches Bundesamt

  28. 3.The old image of German wine

  29. 3. The old image of German wine Looking back to the eighties…

  30. 5. The old image of German wine German clichés… Ahr Bier Technologie Spätlese Gründlichkeit Rheingau Sauerkraut Sparsamkeit Dominanz Wirschaftskraft Strenge Humorlosigkeit Sauberkeit Kabinett Scheurebe Fleiß Pünktlichkeit Nazis Spätburgunder Kabinett Disziplin Franken Pfalz Strebsamkeit Eiswein Ordnung Oktoberfest Riesling Auslese Zuverlässigkeit OppenheimerKrötenbrunnen Ortenau

  31. 5. The old image of German wine German clichés…

  32. 3. The old image of German wine Wine exports in the Nineties

  33. 4. Modern wine country Germany

  34. 4. Modern wine country Germany

  35. 4. Modern wine country Germany A new cuisine • Lighter, less fat, more herbs and spices • More fish and poultry and focus on regional ingredients. • Asian influences and New Nordic Cuisine

  36. 4. Modern wine country Germany The Nordic cuisine pairing German wine • NOMA ,Nov 2010: German Riesling month • Nordic Paring Booklet 2013

  37. 4. Modern wine country Germany Riesling Renaissance • Started in the USA • Now a world-wide phenomenon • Darling of media and sommeliers • US imports of German wine tripled • German white wine no. 1 in Norway • Hundreds of positive articles • Hugh Johnson, Jancis Robinson, Stuart Pigott, Paul Grieco…..

  38. 4. Modern wine country Germany Riesling Renaissance

  39. 4. Modern wine country Germany The Spätburgunder Story • Dream Team with Riesling • Pinot Noir Tasting London 2011 • Growing media coverage

  40. 4. Modern wine country Germany Modern labeling "While others only modernized their labels, …… we worked hard to improve the quality of our wines“.

  41. 4. Modern wine country Germany Generation Riesling www.generationriesling.de

  42. 4. Modern wine country Germany Quality leap German wines • are of high quality • are unique due to the cool climate • belong to the best wines worldwide German Wines are internationally highly competitive, e.g. • Decanter World Wine Awards • International Wine Challenge • International Wine & Spirit Competition • Canberra International Riesling Challenge

  43. 4. Modern wine country Germany Wine estates in Gault&Millau WineGuide Germany Source: DWI research, various sources

  44. 4. Modern wine country Germany High esteem Auctioned in September 2010 at almost Euro 4 000 per magnum bottle Weingut Keller, Rheinhessen

  45. 4. Modern wine country Germany ProWein Düsseldorf

  46. 5. Legal matters

  47. Or rather: Don‘t mention the law !

  48. 10. Legal matters German Law

  49. 10. Legal matters German Law Landwein • Very small part of the production • Can only be produced in 26 Landwein regions which can also be outside of quality wine regions • No quality wine test

  50. 10. Legal matters German Law Prädikatswein • Kabinett • Lighter style • Lower alcohol • Spätlese • Substantial wines from fully ripe grapes • Intense in flavour and concentration

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