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May 30, 2022 View:

German Wine Institute launches £65,000 retailer partnership funding program

The German Wine Institute has launched a £65,000 retailer partnership funding programme aimed at helping small and medium-sized retailers promote German wines in the UK market.

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The funding program was created to give winemakers the opportunity to apply for grants to increase the number of German wines listed and sold at a time when the wine industry is facing a testing time.

From now until September 28th, it is possible to apply for financial support of up to £10,000 through the official German Wine website.

Companies will need to provide detailed information on how they intend to use this funding to increase and promote their German wines.

Successful applicants will be notified in October of this year and will have until the end of April 2021 to complete their planned activities.

Nicky Forrest, Regional Director of Wines of Germany UK, said: "We are delighted to launch this timely funding programme and in doing so gain a whole new consumer base in the UK market. It is important for us to support retailers who continue to list and promote German wines.

Applicants wishing to receive funding must already own five German wines from at least three different producers.

They will be required to increase the number of German wines listed between October and April to eight, two of which must be of a grape variety other than Riesling.