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

Prior to this, the Administrative Board of the German Wine Fund (DWF) unanimously appointed marketing expert Melanie Broyé-Engelkes to the new Executive Board on 24 June, who will also take over the management of the German Wine Institute (DWI) in personal union.
 

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 and representing the interests of the German wine industry,

said Klaus Schneider, Chairman of the DWF Board of Directors and Supervisory Board. He emphasised that the new DWI director had prevailed against an extremely large and strong field of applicants following 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.

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 advance the German wine industry and place an even greater focus on the diversity and quality of our wines.“

The path 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 recognised the passion of the winemakers and distilleries and their connection to the terroir as well as their innovative spirit.

Later, Melanie Broyé-Engelkes developed a London start-up with sustainable textiles from a commercial prototype into an international company. Through human-centred 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 most well-known brands in fashion and sportswear.