Weinfeder e.V. Honors 75 Years of Dedication to German Wine
At ProWein 2025, the German Wine Institute (DWI) was honored with the “German Wine Critics’ Award.” This prestigious recognition celebrates institutions that have made sustainable contributions to promoting German wine. The keynote speech was delivered by Werner Eckert, longtime Weinfeder member and former SWR editor. Below is a summary of his speech:
75 Years of Commitment to German Wine
The DWI serves as the central marketing and communication platform for the German wine industry. Since its foundation, it has successfully enhanced the sales, quality, and reputation of German wines:
- 2 million website visits daily highlight the global reach of German wine.
- International marketing efforts have put German wines back in the spotlight of the professional wine world.
- Collaborations with sommeliers, journalists, and influencers have strengthened the perception of German wines as premium products.
Yet, this success was anything but easy. The industry faced challenging times—from overproduction in the 1960s-80s and the antifreeze scandal to the image problem caused by “cheap and sweet” wines. Thanks to the efforts of the DWI, German wine was able to rebuild its reputation in the long term.
From Advertising Slogans to Image Building
While traditional advertising was once the main focus, today, the DWI prioritizes targeted image building through modern strategies:
- Generation Riesling connects young winemakers with new consumers.
- Wine events and social media campaigns position wine as an experience.
- Market analysis and research provide valuable insights for the industry.
Despite limited financial resources—the budget has remained unchanged since 1994—the DWI has expanded its influence through efficiency, creativity, and EU funding programs.
Challenges and Future Perspectives
The success of German wine cannot be taken for granted. The industry faces new challenges:
- Global overproduction and price pressure
- Changing consumer behavior and increasing health debates
- The need to position wine as a cultural asset and a source of joy
Conclusion: A Well-Deserved Honor for the DWI
With this award, Weinfeder e.V. recognizes an institution that has elevated German wine to a world-class level. The DWI remains indispensable in ensuring that German wine continues to be successfully positioned on the global stage in the future.
–> The full keynote speech (only in German language) can be read on the Weinfeder e.V. website.
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Photo Credit: © DWI Frank R. Schulz
