31 Days returns for 2025 – but with a twist!
This July, Wines of Germany UK is bringing back its popular 31 Days promotion, but with an exciting refresh. Previously focused on German Riesling, the campaign now celebrates the diversity of all German wines.
Signs ups are now open, and we can’t wait to hear how you’re going to be celebrating German wine this year.
Why the change from Riesling to all German wine?
After successfully championing German Riesling for 13 consecutive years, it’s clear that the grape has secured its place on independent shelves and restaurant and wine bar menus. It’s time for consumers to discover the whole world of German wines.
Get involved!
We’re keen to enlist as many new shops, bars and restaurants as possible and to welcome back previous participants to spread the word.
Sign up early to receive cash support for a launch party event, make the most of our fantastic POS packs, start planning the month and charge your glasses for 31 Days of German Wine 2025!
£1,000 will be awarded towards new German listings for the winning campaign, and £500 towards new German listings for the runner up. To win, all we ask is that participants:
- Stock German wines from a minimum of three producers, with at least one non-Riesling variety
- Carry out the promotion for at least one week during July
- Be as creative as possible!
Being considered for prizes is simple. Participants just need to share their activities and promotions with the Wines of Germany team and provide feedback. Judging will take into account a range of activities. This includes marketing efforts such as the use of social media/newsletters/blog posts, activities, displays, promotions. Also considered are the number of German producers used and sales uplift over July. We can’t wait to see what you do!
Need some ideas?
Last year’s 31 Days was filled to the brim with events including tastings, food and wine pairings, and specially-crafted menus. Over 130 retailers, wine bars and restaurants took part and Wines of Germany UK was blown away by all the creative ways participants spread the love for German wine. You know your customers best, but the Wines of Germany team is here to support you if you need us!
Check out our participation guidelines for more details.
For more information, contact germanwine@thisisphipps.com.You can also keep an eye out for updates on our dedicated hub over at 31days.winesofgermany.co.uk.
