Melanie Broyé-Engelkes becomes the new Managing Director of the German Wine Institute

She will take up her post in Bodenheim on July 1, replacing Monika Reule after more than 18 years.

International marketing experience

Melanie Broyé-Engelkes brings over 20 years of experience in marketing and international business development of consumer goods such as cosmetics, perfume, fashion and spirits and has a strong passion for entrepreneurship.

“Through her management positions in French, British and German companies, Melanie Broyé-Engelkes will be able to make a significant contribution to further strengthening the position of German wine at home and abroad in the long term and representing the interests of the German wine industry,” explained the Chairman of the DWF Administrative and Supervisory Board, Klaus Schneider. He emphasized that the new DWI director had prevailed against an extremely large and strong field of applicants after a multi-stage selection process by the Supervisory Board. Schneider also thanked the outgoing Managing Director Monika Reule on behalf of all DWI and DWF committees for her many years of successful commitment.

Creative Mindset and New Impulses

Melanie Broyé-Engelkes is very much looking forward to working with the DWF and DWI teams and committees: "I want to provide new impetus with an entrepreneurial and creative mindset and a great deal of passion for the stories and places of origin of the German wine-growing regions. I also want to work with everyone involved to further promote the German wine industry and focus even more on the diversity and quality of our wines."

Her Way to Wine

Melanie Broyé-Engelkes' personal interest in wine was awakened by her French father-in-law, who worked for renowned champagne houses. When she lived in London, she created Scotch whisky brands and worked closely with whisky distilleries in Scotland and presented their products at international trade fairs. She has always been influenced by the passion of the winemakers and distilleries and their connection to the terroir as well as their innovative spirit.

Melanie Broyé-Engelkes later developed a London start-up with sustainable textiles from a commercial prototype into an international company. Through human-centered storytelling, targeted and effective communication and close collaboration with all stakeholders, she was able to achieve international recognition despite limited resources and thus develop collections with the best-known brands in fashion and sportswear.