"Summer of Riesling" in Shanghai attracted a record number of visitors

25.08.25

The wine festival „Summer of Riesling“, organised by the German Wine Institute (DWI) together with the Wines of Germany Office in China, attracted a record number of visitors this year. The festival guests celebrated the summer in Shanghai with refreshing Riesling wines from Germany.

DWI Current

Not to be overlooked: The gate in front of the Xintiandi complex in Shanghai points the way to the 11th "Summer of Riesling".

From August 22 to 24, the Style I Atrium in Shanghai's hippest district, XINTIANDI, was transformed into a vibrant wine market (Video).

More than a thousand wine fans visited the ten wine stands, which were managed by Wines of Germany together with well-known RedNote influencers. A total of around 2,400 bottles and 8,000 glasses of German Riesling were sold. 300,000 visitors to the Xintiandi complex took advantage of the broad-based advertising campaign of the "Summer of Riesling". In the run-up to the event, 12 XINTIANDI restaurants had already offered special Riesling menus and promotions from 15 to 31 August, which were supplemented by interactive activities and tastings.

Strong reach online and offline

With over 1 million impressions on RedNote for #SummerOfRiesling hashtags and 1.86 million WeChat ad impressions, 13,000 views of the official XINTIANDI WeChat article, the festival achieved an exceptionally strong reach. The festival organisers were also pleased to receive coverage in official media outlets such as „Shanghai Release“ and appearances by high-ranking representatives of the city.

Festival with cult status

Highlights of the festival included the first offline meet & greet event with China's top wine bloggers on RedNote, presentations of top German wines and an exhibition stand organised by the German National Tourist Board.

The „Summer of Riesling“campaign, which took place in China for the 11th time, once again confirmed its cult status this year. The accompanying trade promotions from June to August enabled consumers to enjoy German wines at preferential prices in over 120 restaurants, 70 e-commerce channels, supermarkets and specialist shops in 25 cities.

„The „Summer of Riesling“ Festival 2025 in XINTIANDI was the most successful edition to date – a celebration of wine, food and culture in the heart of Shanghai“, says Jeuce Huang, Director of the Wines of Germany Office in China.