Wines of Germany
RF|Binder Partners was retained by the German Wine Institute to launch in 2005 an ambitious integrated marketing campaign for German Wines in the United States. The German Wine Institute is a trade association of German producers, including the oldest and most prestigious wineries in the country. Encouraged by trends in both restaurant sommeliers’ preferences and consumer behavior, RF|Binder mounted a campaign entailing trade and consumer advertising, trade and consumer tastings and promotional events, and media relations. We assembled a board of advisors for the German Wine Institute in the United States comprised of leading wine writers and sommeliers around the nation. RF|Binder launched Riesling Week events in New York, Boston, Chicago, Las Vegas, and Los Angeles with leading restaurants and retailers and has already significantly had an impact on media awareness and on-premise product.