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Going Deutsch

Published:  23 July, 2008

I think UK consumers are absolutely ready for German wines. In fact, they already prefer them - they just don't know it yet.' With these bold words, Nicky Forrest of Phipps PR puts the
case for a Teutonic revival. Phipps was appointed UK agent for the German Wine Institute in 1998, and Nicky has been directly involved ever since. Yet, given a history of year-on-year decline and margins cut to the bone, as well as the level of ingrained prejudice among consumers and the trade, she and her company face one hell of a challenge.

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