DWI participation in the BMLEH business delegation to the USA

The aim of the trip was to deepen German-American relations in the agricultural sector and to exchange views on current trade policy challenges in order to strengthen the competitiveness of agricultural products "Made in Germany" on the world market.

USA most important export market for German wines

A reception at the German Embassy in Washington D.C. was all about German wine. It was organised in advance in cooperation with Wines of Germany USA. The wine selection from almost all German wine-growing regions was presented by the renowned sommelier Brent Kroll. 

In her speech to about 80 guests from politics, business and the media, Melanie Broyé-Engelkes reported on the tasks and goals of the German Wine Institute. She outlined in particular the importance of the USA as the most important export market for German wines, in which 16 percent of the revenues of the entire German wine export are achieved. In addition, she emphasized the growing recognition of German wines and high-quality sparkling wines in the USA since the millennium.

Strengthening the position of German wines on the US market

With a view to the future, the DWI director confirmed the DWI's aim to strengthen the position of German wines on the US market despite the growing challenges. Atalanta Rafferty, Managing Director of Wines of Germany USA, and Jenna Fields from the German Wine Collective explained in detail how this could be achieved in a round of talks at the embassy. In addition to classic Rieslings, low-alcohol and non-alcoholic wines, sparkling wines and German Pinot Noirs were seen as particularly promising product groups.

During a visit to the US headquarters of the food discounter LIDL, the managing director of DWI offered the management team support in expanding the range of German wines for the USA, which was gratefully accepted and will be discussed in further discussions.

Melanie Broyé-Engelkes thanked Federal Minister Rainer for the excellent opportunity to build and deepen relationships with important stakeholders in the USA during the trip. "There were many very good discussions and a positive atmosphere, which makes us optimistic about US trade relations in the coming years", said the DWI boss.