Successful wine-marketing: The role of packaging and personality

German Wine_Institute_DWI_is_organising_an_international_wine-marketing_dayAs part of the 61st German Winegrowers Association’s Congress on the occasion of Intervitis Interfructa 2013 (co-managed by Messe Stuttgart) on 23 April in Stuttgart, Germany, the German Wine Institute (DWI) is for the first time organising an international wine-marketing day under the motto Successful wine-marketing: The role of packaging and personality. Well-known experts such as Paul Cluver (South Africa), DrGeorgios Tsantalis (Greece), Fritz Keller (Germany) and Constance Rerolle from Chateau de l‘ Engarran in the Languedoc-Roussillon region (France), will be on hand. The target groups are managers and decision makers from national and international wine-growing companies in the areas of marketing and sales.

Is man a visual animal?

The first part of the conference is dedicated to the topic of packaging and carries the motto Is man a visual animal – packaging as a success factor! Following the welcome address delivered by DWI MD Monika Rule, the latest findings in brain research related to packaging and the effects on the purchasing behaviour of consumers will be presented, as well as modern label designs using new communication media, such as QR codes. Using best-practice examples internationally, successful packaging types for wine will be presented and trends shown.

The speakers include Bernd Werner, Board of Directors, Nymphenburg Consult AG (Munich); Dr Simone Loose, MAPP Center for Research on Customer Relations in the Food Sector, Aarhus University (Denmark); journalist Stefan G Hamacher (Offenbach); Dr Kajetan Müller from the Fraunhofer Institute for Process Engineering and Packaging (Freising); Dr Günther Rau, REFCCO Rau Environment, Food and Communications Consulting (Allach); Steffi Lenz, innovation project manager O-I Europe (Düsseldorf), Maril Kamp, Specialist New Can Applications, Ball Packaging Europe (Ratingen); Prof Dr Rainer Jung from the Research Institute in Geisenheim; and Hans Gerhard Müller, MD, Smurfit Kappa Liquiwell (Wülfrath).

Role of personalities

The second part of the conference deals with the role of personalities as a brand and marketing instrument. After a presentation from Christoph Ziegler, MD of the agency Bad Dürkheim, on the topic Individual branding as a foundation for successful wine-selling, the four entrepreneurs from the wine-growing sector already mentioned present their strategies and successful business models and then discuss future strategies and future markets within the framework of a podium discussion. Radio journalist Werner Eckert from SWR shall act as the moderator.

Fascinating sightseeing

Another first is the launch of two programmes with study trips to German wine-growing regions for visitors. The study tours are primarily aimed at organised groups, are either five or seven days in duration and are offered in conjunction with a visit to Intervitis Interfructa. All guests have to organise themselves is their transport to Stuttgart or Frankfurt in Germany. Upon arrival at the airport, the guests are in the hands of the travel agency Travelpoint (Heilbronn), who will organise all transfers, accommodation and sightseeing.

The tours take place through the wine-growing regions of Württemberg, Pfalz (Palatinate), Rhine-Hesse, Rheingau and Mittelrhein. The German Winegrowers’ Association will also compile the programme to meet with regional wine-growing associations and local wine-marketing associations.

Also planned are visits to the world-famous Mercedes Benz Museum, an evening with the Riesling Generation in Rheingau, as well as a trip to the Unesco World Heritage Site Mittelrheintal with its castles and steep vineyards.

Booking is open until 30 March.

Conference on ecological fruit cultivation

Another event taking place at Intervitis Interfructa 2013 is an international specialist conference on the latest developments in ecological fruit cultivation on Friday, 26 April. The Society for the Promotion of Ecological Fruit Cultivation (Föko) will be responsible for the programme. The theme will be the further development of the cultivation system with regard to the basic principles of ecological agriculture. Some main areas of focus in this work, such as the integration of nature protection targets in the cultivation system, the optimisation of greenery management to encourage beneficial organisms, approaches for the improvement of recycling management in fertilisation by means of dense sowing of legumes in rows of trees and various types and soils for ecological fruit cultivation, as well as the activities of the Föko e.V. network will be presented and discussed at the conference.