German wine is about to get a boost in Denmark

Thursday, 4 February 2016

Easy going, elegant and perfect partners to the Nordic cuisine. These are the characteristics of German wine according to Deutsches Weininstitut. They now hand over the task of spreading this message all over Denmark to EHRENBERG Kommunikation.

For most people a glass of wine consists of half grape and half emotions. And even though new trendy German wines the recent years have hit the international wine markets, the Danish consumers do not have a clear picture of the emotions and quality of German wine. Therefore the stories of wines of Germany shall be more evocative.

With an export volume of some 17,000 hectoliters at a value of 4 million euro, German wines currently account only for 6 percent of the Danish wine market. It is therefore the intention of the German national wine organisation, Deutsches Weininstitut to strengthen the position on the Danish market and EHRENBERG Kommunikation has been chosen to do the job.

"In a Europe-wide call for tenders, the agency EHRENBERG Kommunikation prevailed with creative concepts against a strong field of competitors. The aim for the coming years is above all to strengthen online and social media communication and to target young and new consumers with up-to-date activities in order to expand the presence of German wines in the Danish market", Steffen Schindler, Marketing Director at Deutsches Weininstitut explains, and stresses that EHRENBERG Kommunikation’s German-Scandinavian setup has been very important to their choice.

While Germany is already associated with quality - especially within cars and electronics – there is an "Ordnung muss sein"-attitude that needs to be reduced if the message of the easy going, light Summer is to gain ground among Danish consumers. Therefore the approach must be different, according to Allan Sonne Sørensen, CEO of EHRENBERG Kommunikation.

"We will create an emotionality around wines of Germany and get the wine to penetrate Danish hearts and become a natural choice when standing by the bottle racks. Some wine experts already see German wine as ‘the new black’, and we want to push that view out to consumers. Most people know the Riesling grape and associate it with something bright and elegant, so we will use this as a stepping stone to create a new brand for German wine," he says.

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