The Deutsches Weininstitut, with the unfortunate initials DWI, claims that the response to wine promotion is as undeniable as opening your mouth. Well, that’s undeniable, but almost.
According to the American Wine Economics Association’s Working Paper No. 187, “After decades of inflationary advertising investments in television, print and online media, today’s consumers (sic) are exhausted. . . “Wines of Germany” (Deutsches Weininstitut, DWI) conquers the proposed scenario through word-of-mouth marketing and communication boxes (WOM).
DWI marketing and communication materialize in presentations and seminars, conceptual sales impulses for commerce and online on social media systems, all aimed at creating non-unusual WOM recommendations. The systems are based on the assumption that “. . . Memorable encounters with genuine others People in real living conditions play a more effective and central role in raising awareness than advertisements alone. “
To put it simply, since almost nothing is written in a study paper, when your friend or partner recommends a wine, you pay attention and act as well.
The question began to be answered thanks to DWI’s Riesling Generation, a movement of young German wine professionals. Considered in today’s technological years, the concept is old; dates back to 2006, in London, where a German wine guild has been around for even longer, as it has been for centuries (the wine Germans were once Britain’s toughest wine lobby).
The Riesling generation consisted of another 500 people under the age of 35. They volunteered to participate in national and foreign wine tastings. The actors of the race were influenced by the exuberance of the young ambassadors and the “rumor” began. Later, snapshots for social media posts.
In 2009, around 80 German winemakers participated in the first annual Riesling Generation workshop. It was then that the process of getting his message across to the press began, which was joined by media trips to German wine regions. Soon, interest in WOM spread from Britain to the Netherlands and then the United States. In 2010, Generation Riesling added wine bloggers to the media group and WOM morphed into eWOM.
Today, Wines of Germany represents DWI in London, where they have partnered with the UK film and football industries to power eWOM. Another successful arrangement is the 67-year-old German culture of electing a wine queen every year or both. The Wine Queen, who is not the winner of a swimsuit contest, and her two official wine princesses will have to be wine experts as well as empathetic ambassadors who participate in a few hundred promotional events each year.
Then You Tube. La DWI’s simple, low-budget production, “How to Pronounce German Wine,” generated a real buzz and continues to be a viral hit. According to DWI, more videos are being prepared online.
The question of how to get other people to buy Riesling seems to have been resolved. In fact, DWI has turned the tables with a crusade called “Riesling is the answer. “It turns out that one forward-thinking ambassador for this concept is the prominent German wine producer Dr. Loosen.