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New strategy for future of German wine
27 August, 2008
Page 8
The recently appointed managing director of the German Wine Institute has unveiled a new strategy and structure for the generic body.
Monika Reule said the institute needs to show that "Germany is a wine-growing country in which wine is an important cultural asset as well as inherent to a modern lifestyle ".
She foresees emphasis on event marketing and promotions and more focus on grape varieties and regions.
Reule has also changed the structure of the institute , putting domestic and export marketing on an equal footing within five departments rather than treat ing them as separate entities.
Monika Reule said the institute needs to show that "Germany is a wine-growing country in which wine is an important cultural asset as well as inherent to a modern lifestyle ".
She foresees emphasis on event marketing and promotions and more focus on grape varieties and regions.
Reule has also changed the structure of the institute , putting domestic and export marketing on an equal footing within five departments rather than treat ing them as separate entities.
