Germany Launches €2M Campaign to Revive Its Struggling Wine Industry in 2026

From social media buzz to in-store tastings, Germany is betting big on its wines. Can a €2M strategy reverse years of declining sales and win over new fans?

, and Administrator

2026 January 18 . 1:37 AM

1 min read

The image shows a poster advertising a beer festival in Germany. It features a group of people,... — The image shows a poster advertising a beer festival in Germany. It features a group of people, some of whom are holding glasses of beer, and a barrel in the background. At the bottom of the poster, there is text written in German.

Drink German Wine - Rhineland-Palatinate Supports Campaign - Germany Launches €2M Campaign to Revive Its Struggling Wine Industry in 2026

German wines are set to receive a significant promotional boost in 2026. The German Wine Institute (DWI) has initiated a new campaign to revitalize dwindling sales and enhance the image of domestic wines. Supported by over €2 million in funding, this initiative aims to reach consumers beyond traditional wine-growing regions.

A pilot phase of the campaign took place in December 2025 in North Rhine-Westphalia. Grocery stores and specialist wine shops hosted promotions to gauge consumer response. The full-scale rollout is planned for the second quarter of 2026.

The strategy will combine social media engagement, live events, and in-store advertising. Organizers intend to create 'appealing lifestyle and consumption moments' to attract new drinkers. Digital platforms will play a crucial role in engaging younger audiences. Funding for the project originates from two primary sources. The Federal Ministry of Agriculture, led by Minister Alois Rainer, has pledged around €1 million. An additional €1 million has been secured from Rhineland-Palatinate’s state government. Minister Daniela Schmitt has publicly endorsed the campaign, deeming it vital for German producers to reclaim market share.

This campaign marks the most extensive coordinated effort in years to promote German wines. With €2 million in funding and a multi-channel approach, it will target regions where German wines have struggled. Success could halt recent sales declines and fortify the industry's domestic standing.