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Wines of Germany "Summer of Riesling" launched in Shanghai

03.07.24

On June 30, 2024, the historic landmark of Shanghai, The Great World, played host to a grand German wine carnival, marking the commencement of the Wines of Germany China’s major consumer campaign for 2024, "Summer of Riesling".

  • DWI Current
Kicking off on Saturday, June 29, from 4 pm until 5 am the following morning, "Summer of Riesling" opening festival attracted over a thousand consumers in Shanghai, comprising Shanghai locals, food and wine enthusiasts, trendsetters and influencers, international communities, and football fans alike.
Kicking off on Saturday, June 29, from 4 pm until 5 am the following morning, "Summer of Riesling" opening festival attracted over a thousand consumers in Shanghai, comprising Shanghai locals, food and wine enthusiasts, trendsetters and influencers, international communities, and football fans alike.

Extraordinary flair

The event added extraordinary flair to the summer, taking place at the 1917-built "The Great World," a cultural heritage gem of the city that once shone as the entertainment pearl of the Far East, harboring memories of generations. Revitalized, it now stands as a new hub for performing arts, continuing its century-long brilliance while reinvigorating the local scene with a touch of Shanghai's unique charm.

More than 1.000 consumers

Kicking off on Saturday, June 29, from 4 pm until 5 am the following morning, "Summer of Riesling" opening festival attracted over a thousand consumers in Shanghai, comprising Shanghai locals, food and wine enthusiasts, trendsetters and influencers, international communities, and football fans alike. They converged at The Great World for a crossover celebration of German wine culture, music, and the UEFA Euro, infusing this historical jewel with fresh vitality.

35 wine and food stalls

The event was a cornucopia of attractions, featuring 35 German wine and food stalls that presented a picturesque outdoor setting for culinary and wine pairings. A special highlight was the European Cup football shooting game and VR travel experience set up by the German National Tourist Board, drawing significant participation from guests. Live band performances bursting with energy and dynamic DJ sets provided the indispensable musical backdrop to this outdoor wine festival, crafting a one-of-a-kind party atmosphere. Culminating in the large-screen high-definition live broadcasts of two UEFA Euro Round of 16 matches, the ambiance reached its zenith.

Celebrating Riesling

"Summer of Riesling" is the Wines of Germany’s annual consumer campaign in China, an all-channel promotional campaign spanning on-trade, retail, and e-commerce, aimed at showcasing the exceptional quality, rich diversity of Riesling and other German grape varieties, and their pairing possibilities with cuisine. Through hosting "Summer of Riesling" consumer parties across China, the initiative bridges Chinese consumers to the delightful experiences offered by German wines, crafting a unique summer narrative centered around Riesling.

  • "Summer of Riesling" is the Wines of Germany’s annual consumer campaign in China, an all-channel promotional campaign spanning on-trade, retail, and e-commerce, aimed at showcasing the exceptional quality, rich diversity of Riesling and other German grape varieties, and their pairing possibilities with cuisine.
    "Summer of Riesling" is the Wines of Germany’s annual consumer campaign in China, an all-channel promotional campaign spanning on-trade, retail, and e-commerce, aimed at showcasing the exceptional quality, rich diversity of Riesling and other German grape varieties, and their pairing possibilities with cuisine.
  • On June 30, 2024, the historic landmark of Shanghai, The Great World, played host to a grand German wine carnival, marking the commencement of the Wines of Germany China’s major consumer campaign for 2024, "Summer of Riesling".
    On June 30, 2024, the historic landmark of Shanghai, The Great World, played host to a grand German wine carnival, marking the commencement of the Wines of Germany China’s major consumer campaign for 2024, "Summer of Riesling".
  • Through hosting "Summer of Riesling" consumer parties across China, the initiative bridges Chinese consumers to the delightful experiences offered by German wines, crafting a unique summer narrative centered around Riesling.
    Through hosting "Summer of Riesling" consumer parties across China, the initiative bridges Chinese consumers to the delightful experiences offered by German wines, crafting a unique summer narrative centered around Riesling.
  • Through hosting "Summer of Riesling" consumer parties across China, the initiative bridges Chinese consumers to the delightful experiences offered by German wines, crafting a unique summer narrative centered around Riesling.
    Through hosting "Summer of Riesling" consumer parties across China, the initiative bridges Chinese consumers to the delightful experiences offered by German wines, crafting a unique summer narrative centered around Riesling.

Additional information

  • News: Start of the worldwide Riesling Weeks in April

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