Germany takes over July

Drinks: Wines
Location: Europe, Germany

The UK’s first ever 31 Days of Riesling promotion, which runs throughout July, is aiming to reinvigorate the grape’s image in the eyes of UK consumers.

Following a successful exercise in the US, the month-long programme includes promotions at restaurants and independent retailers, designed to highlight Riesling’s food-friendly attributes and versatility.

The best retail promotions will win trips to Germany, while runners-up can get £500 towards new German wine listings.

Importers supporting the campaign include ABS Wine Agencies, The WineBarn and Boutinot, while Ransome’s Dock and Ellenborough Park have also signed up.

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Since its launch in March 2007, Imbibe magazine has established itself as the UK’s leading publication for on-trade drinks professionals. Imbibe’s editorial coverage takes in all the main drinks categories, from wine to water, spirits to soft drinks.

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