Held throughout the month of July, the competition asked restaurants, wine bars and merchants across the UK’s on- and off-trade to find creative approaches to push sales of German Riesling.
Winner: Pantry & Co
Winner: Luvians Bottle Shop
After a month of tastings, special offers and lively events, London-based Pantry & Co was crowned the winner in the on-trade category. The delicatessen and wine bar offered 31 different Rieslings by the glass as part of its winning strategy.
As its prize, Pantry & Co will receive cash to put towards new listings of German wines.
‘[31 Days of German Riesling] has allowed us to have a targeted approach and a purpose. It has driven more footfall, more awareness and significantly increased the sales of wines by the glass,’ commented Joan Torrents, owner of Pantry & Co.
Participating venues and merchants reported listing an average of 11 different German producers, increasing their Riesling listings by an average of six wines during the competition.
According to Wines of Germany, a number of the campaign’s participants also noticed the positive impact of this summer’s higher temperatures on sales. The organisation reported an average 500% volume increase and 300% value increase in July 2018 sales compared to those from June 2018.