20 Years of Generation Riesling – One for All, All for Wine

Generation Riesling was founded on June 8, 2006, by the German Wine Institute (DWI) with the aim of providing Germany’s young wine scene (under 35 years old) with a vibrant national and international platform. The name was inspired by Riesling, as it was the grape variety that shaped the modern image of German wine worldwide at the time. Today, it represents the entire diversity of native grape varieties that define Germany as a wine country.

GenR Shapes the Modern Image of German Wine

“We are very proud of how dynamically and successfully the Generation Riesling initiative has developed over the last 20 years. Our members are young winemakers and personalities from the German wine industry up to the age of 35. They stand for quality, responsibility, and the courage to take new paths – in the vineyard, in the cellar, and on international stages,” said DWI Managing Director Melanie Broyé‑Engelkes. “Looking back, Generation Riesling has played a decisive role in rejuvenating and modernizing the image of German wine both at home and abroad, and in reaching younger consumers,” added the DWI CEO.

GenR with a New Look and a New Claim

For its 20th anniversary, GenR is presenting a refreshed visual identity, including a new logo. This new look will be unveiled to the public for the first time at the international ProWein trade fair in Düsseldorf on March 15.

The new appearance reflects the sense of community and solidarity that is so important to its members: “one for all – all for wine” is the new claim, reminiscent of the strong bond of the Three Musketeers: One for all – all for one.

Redesign of the GenR Website

Aligned with the new corporate design, the GenR website has also been completely redesigned and reworked. Members are now presented with photos and personal profiles: “We want to showcase the young people behind the wines and give them the opportunity to tell their stories. This allows their openness, passion, and innovative spirit to truly stand out,” explained Broyé‑Engelkes.

Over its 20-year history, the DWI has steadily professionalized the GenR brand presence. In 2009, the first Generation Riesling Forum was launched, offering members an annual opportunity for training and networking in a different winegrowing region each year. Since 2014, GenR members have also been presenting themselves with their own joint stand at ProWein.

During the GenR forums, creative ideas have emerged through joint brainstorming with the DWI on how to present German wine in a modern and youthful way. Examples include GenR wine stands at music festivals, online talk formats, and a showcase at Berlin Fashion Week.

Anniversary Celebration in Mainz

On June 8, 2026, Generation Riesling will celebrate its 20th anniversary with a festive event and a major presentation at the KUZ Cultural Center in Mainz.