Clink Different: Successful Campaign in the final spurt
In the final “Clink Different” campaign year 2025, numerous events and tastings will once again reach an audience of millions. The German Wine Institute (DWI) and 'Conseil Interprofessionel du Vin de Bordeaux (CIVB)' are concentrating measures in California, Florida and Texas.
The EU-funded measures have been running since 2019. They promote awareness of European wine regions such as the 13 German wine-growing regions and Bordeaux - and also include a website with the most important data on “Wine Germany” as well as digital work.
Authentic brand presence of both wine regions
Because the wine offerings of the two partners did not overlap but complemented each other perfectly, expressive and recognizable brand identities for both wine regions have been created in collaboration with wine-related advertising agencies since the start of the campaign. They have been very popular on the specially created website providing key facts as well as on various social media platforms and numerous events for wine lovers.
Managing Director Monika Reule praised the excellent cooperation with the CIVB staff, which had contributed significantly to the success of the program. “Thanks to our transnational application, we were able to acquire EU funds amounting to around 14 million euros. Even if the associated bureaucratic effort is admittedly enormous, we can already see one year before the end of the campaign that we have reached more consumers in the target markets than would ever have been possible with our own funds,” explained Reule.
The results of the campaign are correspondingly impressive: last year alone, a total of 22.2 million consumers were reached with all measures combined. This was achieved, for example, through around 1,200 tastings at the point of sale in supermarkets and specialist wine shops. In October 2024, 75 restaurants and wine bars invited consumers to taste wines from German regions and Bordeaux during the “Clink Different Restaurant Weeks”.
Wine events and social media campaigns
A varied wine portfolio from both countries also delighted numerous visitors at six popular wine and food festivals. These included the Austin Food & Wine Festival and the Los Angeles Times Food Bowl.
All presence campaigns were accompanied by outdoor advertising on hundreds of screens and intensive online banner advertising. Collaborations with ten high-reach influencers in combination with the campaign's own website resulted in a reach of 13.2 million people on social media.
Numerous events and tastings are planned for the final campaign year 2025, which will once again reach an audience of millions.
Contact persons
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Ernst Büscher
Pressesprecher / Press officer
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Frank Schulz
Head of communication department