On the evening of November 12, 2024, Wines of Germany China held its 10th-anniversary celebration in Shanghai. The event attracted 140 participants, including German wine importers, wineries, brands, trade fair organizers, media, major platforms, partners, and wine educators. Honorable guests of the event were Ms. Friederike Dörfler, Food and Agriculture Counselor of the German Embassy in China; Dr. Norbert Riedel, Consul General of Germany in Shanghai; and Ms. Manuela Liebchen, Market Manager for Asia at the German Wine Institute.
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Ms. Friederike Dörfler, Food and Agriculture Counselor of the German Embassy in China, opened the event with her speech. She stated, “The ten-year journey of Wines of Germany China not only highlights the close and successful cooperation between Germany and China in the fields of food and agriculture but also demonstrates that, despite the challenges in the Chinese market, Wines of Germany China has successfully increased the awareness and market share of German wines in China, bringing Riesling into the mainstream. From an economic perspective, although the German wine industry is relatively small compared to other countries, it is renowned for its high quality and the global reputation of Riesling. Wine is not only a value-added product that promotes tourism and brand development but also an important part of Germany’s 2000-year-old cultural heritage, shaping unique landscapes and cultural identities.”
Following her, Ms. Manuela Liebchen, Market Manager for Asia at the German Wine Institute, delivered her remarks. She expressed gratitude to all German wine importers, wineries, partners, media, and educators for their hard work. She reflected on the achievements of the Wines of Germany China over the past decade, including steady growth in the face of a significant decline in the imported wine market and the significant increase in awareness through a series of trade fairs, marketing activities, consumer activations, educational programs, and public relations efforts. “The German Wine Institute has consistently promoted the high quality and diversity of German wines in China, particularly enhancing the visibility of Riesling, Germany’s flagship variety,” she noted.
Over the past decade, Wines of Germany China has achieved several key milestones in China:
Organized participation in 18 major wine trade fairs in China, and organized 25 "Riesling & Co." hotel roadshows, connecting hundreds of German wine exporters with tens of thousands of Chinese wine traders.
Conducted hundreds of original and creative consumer activities and marketing campaigns, introducing Riesling to countless new consumers and winning the hearts of many.
Established a three-level German wine education system, certifying 46 German wine educators and training nearly 10,000 wine trade professionals, sommeliers, and enthusiasts through the GWA system and courses. Over 80 professional seminars and course activities were held at major wine fairs and hotel roadshows across China.
Received the Best Wine Region Promotion Award from the most influential wine professional media and e-commerce platforms in China, a total of 6 times, recognizing efforts.
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Subsequently, Wines of Germany China announced the major awards for its 10th anniversary, including the “Riesling Fellowship” individual award, the “Best Importer of 2015-2025” award, and the “Most Influential Brand of 2015-2025” award, recognizing individuals and companies that have made outstanding contributions to promoting German wines in the Chinese market.
Wines of Germany China 10 Years Anniversary
Riesling Fellowship
The first award announced was the “Riesling Fellowship” award, established to honor individuals who have made exceptional contributions to promoting German wines globally. To date, 33 individuals worldwide have received the “Riesling Fellowship” title, with only 5 in Asia.
This award has been presented in China for the first time, and two individuals were honored for their excellent promotion of German Riesling. They are Ms. Wang Shenghan, founder of the “Lady Penguin” brand, and Mr. Lu Yang, Master Sommelier.
Next, the “Best Importer of 2015-2025” award was announced, and the following companies were recognized:
Finally, Wines of Germany China presented the "2015-2025 Most Influential Brand" award in China, and the following companies were recognized:
As the awards were revealed, the 10th-anniversary celebration of the Wines of Germany China came to a successful conclusion. Manuela Liebchen once again expressed her gratitude to all partners and stated that the Wines of Germany will continue to promote German wines in China, moving forward together with all partners to build a successful future for German wine in China.
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