London: Excitement at Wines of Germany UK’s flagship trade tasting

“This year’s Big G demonstrated just how far the conversation around German wine has evolved", says Michael Schemmel, Marketing Manager for for Wines of Germany UK. "There’s real excitement across the trade, not only for Riesling, but for the full spectrum of styles Germany now offers - from premium Pinot varieties to Sekt and alcohol-free wines. The response at London Wine Fair reinforces Germany’s position as one of the most dynamic and relevant wine categories in today’s market”, Schemmel concludes.

Continued opportunity for growth across both on- and off-trade

Taking over the fair’s pop-up theatre, the latest German wine tasting offered visitors an up-to-date snapshot of Germany’s viticultural landscape, bringing together 100 wines from 100 producers. The line-up featured a mix of established listings within the UK market alongside producers actively seeking distribution, underlining Germany’s continued opportunity for growth across both on- and off-trade.

Throughout the day, German wine expert Shane Jones led a series of guided tasting tours, offering deeper insight into the regions, styles and evolving narratives driving German winemaking today. These sessions provided valuable context for buyers, sommeliers, educators and merchants looking to expand their German wine offer.

Growing interest in fresh, contemporary wine styles

While Riesling remains the cornerstone of Germany’s global reputation, - Big G placed equal emphasis on the diversity beyond Riesling. Attendees explored a wide range of varieties, including Grauburgunder, Weissburgunder and Spätburgunder, alongside Sekt and a dedicated selection of no- and low-alcohol wines, reflecting key trends shaping the category.

The tasting attracted a broad cross-section of the UK trade, from independent retailers and hospitality professionals to educators and importers, all united by a growing interest in fresh, contemporary wine styles that align with modern consumer preferences.

New trade and consumer activations ahead 

As the UK market continues to embrace lighter, fresher and more sustainable wine styles, Wines of Germany UK will build on the momentum from Big G with a series of upcoming trade and consumer activations throughout 2026