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The Association of German Prädikat Wine Estates (VDP) launches its new advertising campaign "Our wines are like our vineyards". In it, the origins of the wines and thus the vineyards are to be in the foreground. In nine subjects, pictures of great vineyards are combined with attributes that stand for the emotional value of the respective vineyard. Thus the description "multi-layered" stands for the Bassgeige-Kähner in Baden, "epic" for the Rheingau Berg-Schlossberg and "touching" for the Alte Lay on the Ahr. With the campaign, the association - before the current debate on alcohol advertising bans - wants to bring the importance of vineyards as the origin of wine culture to the fore. With "responsible communication", the difference between the respectful enjoyment of a cultural product like wine and the mere consumption of alcohol is to be emphasised.
The motifs will be seen in the streets and underground stations of major German cities such as Berlin, Hamburg and Munich.
(al / Source: VDP; Photo: deutscheweine.de)
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