German Pinots thriving ahead of 2016 promotional drive

By Mathew Lyons

Published: 29 February, 2016

Wines of Germany is planning a major promotional push on Pinot wines this year, as data from Neilsen confirms huge UK growth over the past year.

German Pinot Noir has grown by 169% according to Nielsen figures for the year to January 30, 2016, with listings across the multiple and indepedent off-trade, including Sainsbury's, Waitrose, Oddbins and Laithwaite's.

Pinot Blanc is up by 1,160%, albeit from a much smaller base, with Pinot Gris likewise up 18%.

Accordingly, the Pinot trio will feature heavily in Wines of Germany's upcoming 2016 campaigns.

Key events planned for the trade include the return of the Wines of Germany Top 50 competition, in which an expert panel will search for he best German wines on the market, and the annual trade tasting.

The tasting - this year named G Sharp - will take place in April at The Hospital Club.

Visitors will have the chance to taste the winners of the Top 50 competition, as well as a select range of wines from top producers.

Consumer-focused campaigns include the summer Give it a Whirl tour, which will target millennials with pop-up wine bars at food festivals across the UK.

According to Nicky Forrest, managing director of Wines of Germany UK, said: "Riesling will always be a key part of our comms strategy but it's so exciting to see growth from other grape varieties too. The Pinot varieties have a real opportunity to act as a stepping stone into the category.

"What we are seeing in Germany now is an enormous amount of dynamism and diversification, especially from the young growers who are now producing a whole range of modern, dry wine styles.

"This year's campaign will highlight the sheer diversity German wine has to offer and we're looking forward to an epic programme over the coming months."

Germany is the currently the world's largest producer of Pinot Blanc, the second largest producer of Pinot Gris, and the third largest producer of Pinot Noir.

Recent years have seen increased plantings of Pinot Gris and Pinot Blanc in Germany as demand has grown.

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