31 Days is back! 

Last year, over 100 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, with shops, restaurants and bars beginning to open up across the UK, July celebrations will be even bigger and better! We can’t wait to get you all involved and spread to word of the gloriously vibrant and versatile German Riesling to your customers.

What’s it all about?

A month-long promotion in July, organised by Wines of Germany, which sees restaurants, wine bars, independent merchants and UK retailers celebrating German Riesling. Last year, participants reported selling up to seven 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.

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 to help participants deck out shops, 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.

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. So, get creative!

Need some ideas?

How about a German Riesling tasting menu, wine flights, masterclasses, social media giveaways and 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! Check out our Retailer participation guidelines and Restaurant and Bar participation guidelines for more details. Deadline to register is 31st May 2021.

Sign up now!

And if you’re still wondering what all the fuss is about, check out what some of our previous participants think…​

For more information, contact germanwine@thisisphipps.com