'Summer of Riesling 2026' Captivates Wine Lovers in China

Compared with the previous year, the initiative significantly expanded its reach, engaging 181 restaurants and wine bars in 41 Chinese cities, alongside more than 70 e-commerce platforms, supermarket chains and wine retailers across the country.

Engaging Consumers Through Promotions

A key element of the campaign was a series of consumer-focused promotions designed to raise awareness and encourage engagement. Throughout the summer, consumers purchasing German wines were eligible to receive exclusive gifts. In total, 6,000 ice buckets, 20,000 tote bags and 10,000 wine openers were distributed. These promotional activities strengthened the visibility of German wines in both the retail and hospitality sectors while creating additional touchpoints with consumers.

Retail Campaign Expands Reach

The campaign was supported by a broad range of retail and sales promotion measures. In cooperation with METRO China, Wines of Germany organized a nationwide promotion between June and July across 96 METRO stores, as well as the company’s digital sales channels. A selection of 34 German wines was featured, showcasing the full spectrum of Riesling styles, from dry to sweet.

Further discount and promotional campaigns followed during the summer months on leading online platforms including RedNote, Douyin and Tmall, as well as through numerous specialist wine shops and supermarket chains.

High Attendance at Consumer Tastings

Among the highlights of the campaign were two major consumer tasting events held in August. In Guangzhou, 17 importers presented more than 150 German wines to nearly 400 visitors. One week later, 22 importers showcased over 170 wines in Hangzhou, attracting around 300 consumers.

In addition, local partners organized Riesling-themed events in Shanghai, Chengdu, Shantou and Guangzhou. These activities paired Riesling with a variety of regional Chinese cuisines, demonstrating the wine’s versatility and outstanding food-pairing potential.

Top Partners Honored for Outstanding Performance

At the conclusion of the campaign, Wines of Germany also recognized the year’s top-performing restaurants and wine bars as well as its most successful retail and e-commerce partners. The awards were based on factors such as the breadth of German wine offerings, the execution of Riesling-focused activities and overall sales performance during the summer campaign.

With Summer of Riesling, Wines of Germany aims to position German white wines, particularly among younger Chinese consumers, as a modern and accessible part of a lifestyle-oriented wine culture. The continued growth and success of the campaign highlight the sustained interest in German wines within the Chinese market.