‘Summer of Riesling’ in China

The campaign promotes the visibility and appeal of German wines across various channels and strengthens Riesling’s position in the Chinese market.

Twelfth edition of the campaign

The campaign, organised by the DWI is now in its twelfth year and unites restaurants, wine bars, high-street supermarkets and online retailers across the country with exclusive, limited-time special offers. Customers who purchase German wines from participating partners will receive exclusive limited-edition gifts, including ice buckets, cloth bags and corkscrews. The focus is on Riesling, with the cross-channel campaign highlighting the diversity of Germany’s wine-growing regions, the high quality of German wines and the versatile ways in which local German grape varieties can be paired with food.

Promotions in restaurants

A total of 181 restaurants and wine bars in 41 cities are taking part, including 30 in Shanghai and 24 in Guangzhou, as well as numerous other establishments in Beijing, Shenzhen, Chengdu and other major cities. The participating restaurants are offering special promotions such as discounts on wine by the glass or bottle, special wine and menu offers, and themed evenings. Guests who order German Riesling will also receive an ice bucket as a gift.

Discounts in retail and e-commerce

Metro promotion (3 June – 14 July)

In all 96 Metro branches across more than 90 towns and cities, as well as via Metro’s digital sales channels, 34 different German wines, including a wide selection of Rieslings, at special prices.

Nationwide retail and online offers (July–August)

More than 50 online shops on Xiaohongshu, Douyin and Tmall, as well as 28 retail chains in over 20 cities, are taking part with summer promotional offers. Customers will receive branded cloth bags and corkscrews as a free gift when purchasing German wines.

German wine tasting parties

Two special tasting events are planned:

• Guangzhou: 15 August 2026
• Hangzhou: 22 August 2026

At both events, visitors can taste over 100 German wines free of charge or purchase them by the glass. The programme will be complemented by canapés, live DJ sets and free gifts. Further information on registration will be announced shortly.

 The extensive „Summer of Riesling“ events in July and August invite consumers to discover Germany’s authentic wine regions and the special summer feel of German wines.