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Rheinhessen wants to sharpen its profile as a wine region and for the first time develop a joint long-term wine marketing strategy. Around 40 experts from viticulture, marketing, tourism, and other industry sectors discussed a first draft of the strategy at a future workshop in Uelversheim.
The goal of the "Wine Marketing Strategy Rheinhessen 2030+" is to strengthen the origin brand, address new target groups, and increase the value creation of the regional wine economy. In addition, wine tourism, collaboration, quality, and innovation are to be promoted more specifically. The draft includes five areas of action: Show origin, promote collaboration, inspire people for wine, make wine tangible, and advance quality and innovation. The results of the future workshop are now to be incorporated into the final version. "We want to be not only the largest wine region in Germany but also the one that others look to," explained Stefan Braunewell, chairman of Rheinhessenwein, the goal of the strategy.
The basis of the strategy is a multi-month analysis, an industry survey with more than 200 responses, as well as several workshops and discussions with stakeholders from the wine industry. When the final version will be presented and with what specific strategies it will be implemented, the association did not disclose.
(ru – David Maupile)
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