Ready for Riesling fun

31 Days of German Riesling is almost upon us, one of the trade’s favourite fixtures in the promotional calendar. Charlotte Dean of Wined Up Here will be taking part as always. Here’s why …

Tell us a little about what you did for last year’s campaign.

Last year we did a variety of events which helped reach different groups of customers. Our German wine dinner at a local pub, and our tutored wine tasting with Gernot from GK Winehouse, were hugely successful. I think our customers really loved that they could actually meet the wine producer and ask questions directly – it brings wine to life. We also did informal tastings on Saturdays with open bottles for customers to try before they buy; a good chance to chat and explain the wines. We are looking forward to building on that this year, with customers already asking what events we will be doing to promote 31 Days this time. It’s such a memorable promotion as it is so experiential. As retailers I think it’s really easy to forget that unless we give our customers the chance to try different wines, then they don’t get that opportunity. This gives them to chance to explore the category and the confidence to choose their own Rieslings going forward.

What do you love about German Riesling? Do you have a favourite?

I’ve loved learning about German Riesling and appreciate that it is changing a lot with the younger winemakers coming through with more modern labelling. I love the purity of Riesling as well as its complexity, and it is lower in alcohol. My favourite Riesling is Paulinshof Spätlese because it has a really long, complex finish with the taste evolving. An intense marmalade character comes through at the end.

What does your current German Riesling range look like?

We currently have five German Rieslings, ranging in price from £11.99 to £32.99. July will help me expand my range and introduce new wines. It also allows my customers to tell me what style they like so I can get more examples of that style in at different price points.

Did you see an increased interest in Riesling following the campaign?

During the promotion, German Riesling sales increased by an incredible 800%. We now have regular customers coming in specifically for entrylevel Rieslings. It’s definitely one of those wines that people come back for, which is wonderful. Having a good Riesling selection makes us a destination for foodies who want a good pairing with their Asian cuisine. With the rise in people entertaining at home, having something that is not Sauvignon Blanc or Chardonnay enhances their dinner party.

What advice would you give to other merchants on how best to source, list and sell Riesling?

We use a variety of suppliers: Hallgarten, Jascots, Liberty, Enotria and Delibo. One of our current favourites is 50 Degrees Riesling, made by Schloss Johannisburg at an entry-level price which helps people try Riesling and explore the category. The best way to sell Riesling is through food and wine pairing when people ask for recommendations.

By having Riesling open to try it allows customers to get over the perception that it is only a sweeter style of wine. We focus on the fact that people are entertaining at home much more where they are trying to impress their friends and relatives. Riesling is very versatile and a great match with so many different cuisines. We love that in our little corner of the world we’ve managed to introduce so many people to German Riesling and set them on a path where they then recommend it to their friends. It’s a great promotion to really change consumers’ perceptions.