75 years of joint marketing for German wine

27.08.24

The predecessor of today's Deutsches Weininstitut GmbH (DWI) was founded on 27 August 1949 in the form of Deutsche Weinwerbung GmbH.

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For the wine industry, this is an opportunity to emphasise the importance of joint wine advertising and product-neutral communication for German wine.

Promoting the image of German wines at home and abroad

The President of the German Winegrowers' Association and Chairman of the Supervisory Board of the German Wine Fund (DWF), Klaus Schneider, emphasises: "The DWI has been promoting the image and reputation of our wines at home and abroad for 75 years. To constantly develop new ideas and strategies for this is a remarkable achievement. This is all the more true against the background of dwindling funds for wine advertising.“ Schneider also emphasised the importance of the DWI's international presence in selected foreign markets. „The mediation of contacts for the companies in these markets or the regular information events for exporters are excellent instruments for our industry.“

Valuable work for the industry

Für Peter Rotthaus, Managing Director of the Federal Association of German Wineries and DWF Supervisory Board member, the DWI training courses, press relations and market research as well as trade fair appearances and the increasing social media work are particularly valuable tasks that the DWI performs for the industry, in addition to the classic marketing measures of joint advertising. Especially in the current difficult economic times, the DWI has an important and responsible task that we should all organise and support together," said Rotthaus.

The Managing Director of Lauffener Weingärtner and DWF Supervisory Board member Marian Kopp believes that the wine market is currently facing enormous challenges: „In the face of declining wine consumption and growing competition on both the German and international wine markets, the DWI's work within the industry üacross all types of business and regions is all the more important.“

The German wine industry is supported by the three major groups of winegrowers, winegrowers' cooperatives and wineries. They are equally represented on the Supervisory Board of the German Wine Fund. The DWF collects the contributions set out in the Wine Act from the contributors and passes them on to the DWI for the implementation of measures and activities.

75 years of DWI in the podcast

 

The DWI podcast (link) offers a look back at the early years with the former Managing Director of the DWI, Dr Franz Werner Michel, and the current Managing Director Monika Reule. He also gives an overview of the eventful history that German wine has experienced over the past 75 years.

More voices from the industry can be found here.

Additional information

  • Voices on the 75th anniversary of the DWI

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