News & Events
FIFA World Cup 2006 – German wine scores
55 producers produce World Cup Wines - Exclusivity for German wines in VIP areas of stadiums and at official FIFA events - Extensive promotional activity linking wine with football
Everyone involved in the German wine industry welcomes international visitors to Germany for the FIFA World Cup 2006™ and invites them to enjoy German wines during their stay. For the fans, German wine will make an important link with German culture and centuries of tradition living on in the modern know-how of innovative winegrowers, co-operatives and wine companies.
The German Wine Institute has signed a licence agreement with FIFA. The agreement grants German wine producers the exclusive rights to use the official FIFA logo or the emblem of the World Cup trophy on their wine labels to be sold to football fans across Europe.
“It wasn’t easy for us to do a deal with FIFA,” recalls Armin Göring, head of the German Wine Institute in Mainz. “But it was helpful that no other German consumer product succeeded in linking up with the World Cup.”
Any grower, co-operative or winery who obtains a licence from the German Wine Institute can take advantage of World Cup promotional motifs on their labels. As of mid-March, 55 companies from all parts of the wine industry had acquired licences and added the number of officially permitted labels to around 1.4 million bottles. By the end of the competition, it is anticipated that around two million bottles of “World Cup” wine will have been sold.
“We hope that this agreement will enhance the image and sales of German wine both at home and abroad,” says Armin Göring. “The World Cup wines offer companies the possibility of getting a foothold in countries where they have as yet no presence. Top World Cup wines are also unique collectors’ items and souvenirs. For football fans they will bring back happy memories of the World Cup for many years to come, and thus reach new target groups.”
Exclusivity for German wines in the stadiums
People will also be able to celebrate with German wines in the 12 stadiums, because the German Wine Institute’s contract with FIFA also opens up possibilities for German wines in the field of VIP hospitality. “Thanks to our deal, wine will be the only German drink (or food) licensed for sale in the World Cup Stadiums,” says Armin Göring.
In the course of the 64 World Cup matches more than 400,000 meals are expected to be served and more than 150,000 bottles of wine consumed. The final wine selections for the individual stadiums will shortly be made by FIFA. In preparation for this, the German Wine Institute has already held a tasting of around 500 wines, from which 36 wines were chosen.
What’s more, on all official World Cup occasions, only German wines will be served. For example, at the final draw celebrations in Leipzig last November, German wines accompanied all the dishes, as well as well as being served at the reception for 2000 international guests.
Wine and football – we shall go to the ball!
In addition to their special World Cup wines, many producers have planned other promotional activities around the World Cup – live screenings of football matches, and World Cup parties in wineries and vineyards, for example. Along with World Cup wines, there will also be local dishes, live music and dancing.
Shops and supermarkets will highlight and promote World Cup wines, with attractive, football-themed point of sale material, combined with tastings, and other in-store activities.
The restaurant trade is also planning various promotions with World Cup wines. One grower is even offering special price reductions on days when the German team is playing.
On top of all this, a few companies are getting involved in the World Cup Fan Villages, such as the one planned for Heilbronn. There, fans will enjoy good German wines in bars, restaurants and at social events.
Armin Göring is delighted: “The German wine trade is proud to be able to show its wines to an international audience at the biggest sports event in the world.”
Deutsches Weininstitut
Postfach 1660, 55006 Mainz
Steffen Schindler, Tel. 06131/2829-44
Fax: 06131/282950
E-Mail: ssch@dwi-dwf.de
www.germanwines.de