German Wine Institute reviews UK PR account

The German Wine Institute (DWI), a government-funded body formed to promote the consumption of German wines around the world, has put its pounds 500,000 UK PR account up for grabs.

The German Wine Institute (DWI), a government-funded body formed to

promote the consumption of German wines around the world, has put its

pounds 500,000 UK PR account up for grabs.



The DWI account is currently held by Mulcaster PR. The agency runs all

UK communications in the UK under the name the German Wine Information

Service (GWIS).



The appointed agency will be handed the task of regaining German wines’

falling share of the UK market and updating the image of the

products.



Last year several German wine producers joined forces to develop wines

which break away from perceptions of German wines as cheap and

sweet.



The DWI account is subject to government regulations and is put out to

tender at various intervals. The last review was held ten years ago.



Tan Harrington, managing director of Mulcaster, said: ’While we are

confident of retaining the account, one should always expect

competition.’



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