Check out the 31 Days of German Riesling hub to find out how wine merchants, restaurants and bars are celebrating Germany’s star variety this July and to learn more about this fantastic grape!


31 Days is back! 

Sign up now!

Last year, over 150 independent wine merchants and some newly re-opened restaurants in over 60 cities and towns in the UK took part in promoting German Riesling to their customers for the whole of July. This year, we’re adding extra benefits and more support to help you spread the word about German Riesling to your customers!

Updates to this year’s campaign include:

  • A refresh of the popular POS packs, with new items to help you set the scene, and with a focus on cutting down on plastic waste.
  • Cash support for tasting samples for early sign-ups.
  • Riesling Ambassador, Tom Surgey, who will be available to host staff training, customer events and shop floor tastings for a select number of participants.
  • Promotion of your events on our new consumer hub, coming July 2022.

A month-long summer promotion, organised by Wines of Germany, which runs throughout July. Working with restaurants, wine bars, independent merchants and UK retailers to celebrate German Riesling. Last year, participants reported selling, on average, four times as much German Riesling in the month of July compared to June. Not only will you be increasing your sales and spreading the love for German Riesling far and wide, the best retailer and restaurant will each win £1,000 towards new German wine listings, and there is also a £500 prize for the runner-up in each category. This year, we’re also offering a £500 prize for the best digital campaign – think blog posts, Instagram, TikTok, we love it all! So, get creative!

Get involved!

To take part in 31 Days of German Riesling, we just ask that you offer German Riesling from at least 3 German producers, two of which must be dry and that you carry out the promotion for at least one week during the month of July.

The Wines of Germany team will once again provide eye-catching POS kits, which have been refreshed for 2022 with new items to deck out venues, while cutting down on plastic waste, and these kits will also offer items you can include in online orders. There will also be a digital pack available to download on the Wines of Germany website with artwork and imagery which you can use in newsletters or on social media.

Our roving Riesling Ambassador, Tom Surgey, has slots available for staff training and customer tastings for a select number of participants

Participants need to share their activities and promotions with the Wines of Germany team and provide feedback in order to be considered for the prizes. Judging will take into account the use of social media/newsletters/blog posts, activities, displays, promotions, number of German producers used and sales uplift over July. We can’t wait to see what you do!

Need some ideas?

How about a German Riesling tasting menu, wine flights, masterclasses, competitions, or dedicated German Riesling newsletters to your customers?  You know your customers best, but the Wines of Germany team is here to support you if you need us! If you’d like to pick our brains about 31 Days of German Riesling, you can request a call with us on the sign-up form, as part of our new 31 Days Drop Ins.

Don’t delay! Early sign-up support of £50 is being offered for early joiners to open sample bottles for staff training or customer sampling!

Sign up now via the registration form.

Check out our participation guidelines for more details:

Restaurant/Bar participation guidelines.

Retailer participation guidelines.

For more information, contact germanwine@thisisphipps.com