Successful German Wine Pop-Up in Stockholm

There is high demand for German wines in Scandinavian countries. Therefore, this event aims to support business development and the successful establishment of distribution channels in the Swedish market.

The matchmaking-event at the beginning of october offered Swedish importers the opportunity to discover a wide selection of German wines: Each producer presented two to three wines, meaning that a total of 79 different wines were available for tasting. 

Innovative format with high participation

Importers booked a two-hour slot between 9 a.m. and 5 p.m. in advance. This ensured that all trade visitors were able to taste the wines at their leisure.

To maximize interaction among participants, videos about the participating winemakers were shown during the event. These videos gave importers insight into the individual philosophies of the producers, which often sparked conversation. The clips, along with producer profiles and QR codes are available on the Swedish ‘Wines of Germany’ website.

Strong visitor numbers – sales-relevant business contacts

This hybrid format proved extremely successful. A participating importer confirms the high level of interest
“This format is fantastic – it would be impossible to taste more than 70 wines in a few hours any other way. The videos give an excellent first impression of the producers.”

Most trade visitors made full use of their two-hour time slot. The media impact of this “get-together” will get extended: In the coming weeks, ‘Wines of Germany’ will publish selected excerpts from the producer videos on its Swedish Instagram channel to increase the visibility of the participating winemakers.