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Waitrose sales of German Riesling "soar" during 31 Days promotion

Published:  25 July, 2016

Waitrose has seen sales of Germany's most famous grape variety increase by 181% compared to the same period last year.

The uplift is thanks to the 31 Days of German Riesling campaign, which runs throughout July.

The multiple, which is the national retail partner of Wines from Germany for the second year running, said the partnership is helping to deliver an even greater impact on Waitrose's selection of over 20 German Rieslings.

Waitrose's German wine buyer, Xenia Irwin MW, said: "Germany is a much underrated region and Riesling, although long favoured by industry specialists, has yet to grip the consumer's imagination. 31 Days of Riesling is a brilliant way of helping to rectify this."

She added: "Last year proved very successful and our consumers thoroughly appreciated the chance to try out new wines. It is a great opportunity to engage consumers in this wonderful grape variety and the range of styles we can offer."

Throughout July, Waitrose has been immersed in all things German Riesling to celebrate the 31 Days of Riesling.

The supermarket is currently providing samples in stores across the country at in-store tastings in 53 stores nationwide.

A discount of 20% off all dry Rieslings over £7 is currently available in store and online, and food-pairing suggestions are featured in Waitrose Food magazine.

Additional promotional activity is also running throughout July aimed at encouraging customers to explore and enjoy German wine.

31 Days of German Riesling is an annual campaign run by Wines of Germany, and this year over 230 restaurants, bars and retailers across the county have signed up to promote Riesling. 

Each establishment has been running various by the glass promotions, devising food pairings and hosting tastings and dinners.

This year, the most successful performing retailer and restaurant will each win £1,000 towards new German wine listings with the runner up in each category receiving £500.