Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 1 Certification Systems.

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Presentation transcript:

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 1 Certification Systems and Implementation of new labels B. Schandelmaier, DLR Rheinpfalz Overwiew, Insight & Trends A German Perspektive

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels International quality pyramid by Price Points Mid Premium Super Premium Popular Premium Economy Table Wine Quality Wine

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels German quality pyramid by grape maturity Assumption – riper grapes provide more aroma and more flavor. Position in the pyramid – based on Brix at harvest. Korrelation with Price Points? 

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 4

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 5 No district, village, vineyard designation, Limited number of grape variety

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 6 Analysis, specific regulation on Alk.,… Flawless Minimum 1,5 of 5 points Flawless Minimum 1,5 of 5 points

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Examination diagram Folie 7 QbA No QbA Objection 5 Judges / DLR+ILC No 4 weeks new start 6 weeks new start Legal action QbA No Deutscher Wein or Landwein info to wine control agency Flawless 1,5 of 5 pt. Flawless 1,5 of 5 pt.

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Analysis of problems Small winery – direct sales

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels  German wine labels are complicated  No common wine style – dry / medium dry / sweet  High fluctuation in taste - between vintages and producers  Advertising is expensive  Examination passed ≈ “Flawless”  Reputation is based on the wine producer - most of them are unknown Analysis of problems Small winery – direct sales

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 10

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 11

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 12 DC Pfalz Label since 2005 Price 0,10 € per bottle Suggested retail 5,-€/bt. Brand recognition More than Flawless – characteristic and positive aromasprofile Trustworthiness and consumer guidance Membership mandatory 77€/ha

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Implementation of new „label“ Judgement based solely on taste 13

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Tasting - Session 14  50% of the wines did not fit the profil  Frustration  Prediction of success difficult

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels After 10 years – in Discount! 15 hallmark of excellence?

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Several initiatives have emerged since the 1980’s to address quality of small and little known labels Wineries Since bt Since 1992 "Selection„ 3,0 of 5 Points 12,2 % alc. 60 hl/ha Since 2002 „Hochgewächs„ Only Riesling 3,0 of 5 Points + 1 % alc. Since ,5 of 5 Points Max 15g/L RS. 12 % alc. Since Wineries Since 1996

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Folie 17 The Power of Friendship

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Folie 18 The Power of Friendship – „five friends“ 5 take action together

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Certification System Winery association VDP „Best of Germany“ 19

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Certification System Winery association VDP „Best of Germany“ 20  Foundation 1910  199 estates  2,6% of total German crop  8 % of German wine sales/turnover

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels VDP „Best of Germany“ Classification comparable with Burgundy 21 Region Max yield 75 hl/ha Region Max yield 75 hl/ha Priemier Cru Vineyard Max yield 60 hl/ha Debut 1 May Priemier Cru Vineyard Max yield 60 hl/ha Debut 1 May Village Max yield 60 hl/ha Labeld by village or soiltype Village Max yield 60 hl/ha Labeld by village or soiltype Grand Cru Vineyard No grape variety Traditional varieties Max yield 50 hl/ha Debut 1 September Grand Cru Vineyard No grape variety Traditional varieties Max yield 50 hl/ha Debut 1 September

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Wine competitions 22

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Wine competitions 23  obtain valid comparisons of wines by trained experts  blind tasting  bronze, silver, gold, and double gold medals in various categories

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „Wine competition“ 24

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels  Since 2010  5 Wines judged per Winery ∆  300 € Fee  Winemakers up to 35 years  Objectives Fire up competition between wineries In search of excellence / fascination Support friendship and exchange between wineries Connect winemaker with sommelier and journalist Make winemaker ambassador for tourism Create exposure Sales up to the winery  Since 2010  5 Wines judged per Winery ∆  300 € Fee  Winemakers up to 35 years  Objectives Fire up competition between wineries In search of excellence / fascination Support friendship and exchange between wineries Connect winemaker with sommelier and journalist Make winemaker ambassador for tourism Create exposure Sales up to the winery Local public relation agency Implementation of new „Wine competition“ 25

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels „Wine competition“ Track to succes Folie 26 Screening to narrow down the choice 10 of 50 Final competition Best of last year + the best of Screening  Scores of the judges are given to the winery  Judges  State agency  Sommelier  Journalist

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 27 How do buyers find new wine? Tastings, and what peers recommend.

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Summerary: Overwiew, Insight & Trends - A German perspektive Folie 28 WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Summerary: Overwiew, Insight & Trends - A German perspektive Folie 29  Reputation is based on the wine producer  Mandatory examination sets the base line  Keep regulations flexibel  Support friendship and exchange  Fuel Competition – sales and quality will go up  Wine and Tourism agency are a usefool tool  Create exposure WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Folie 30

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 31 Certification Systems and Implementation of new labels B. Schandelmaier, DLR Rheinpfalz Overwiew, Insight & Trends A German Perspektive

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels International quality pyramid by Price Points Mid Premium Super Premium Popular Premium Economy Table Wine Quality Wine

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels German quality pyramid by grape maturity Assumption – riper grapes provide more aroma and more flavor. Position in the pyramid – based on Brix at harvest. Korrelation with Price Points? 

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 34

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 35 Mandatory examination No district, village, vineyard designation, Limited number of grape variety

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Mandatory examination 36 Analysis, specific regulation on Alk.,… Flawless Minimum 1,5 of 5 points Flawless Minimum 1,5 of 5 points

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Examination diagram Folie 37 QbA No QbA Objection 5 Judges / DLR+ILC No 4 weeks new start 6 weeks new start Legal action QbA No Deutscher Wein or Landwein info to wine control agency Flawless 1,5 of 5 pt. Flawless 1,5 of 5 pt.

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Analysis of problems Small winery – direct sales

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels  German wine labels are complicated  No common wine style – dry / medium dry / sweet  High fluctuation in taste - between vintages and producers  Advertising is expensive  Examination passed ≈ “Flawless”  Reputation is based on the wine producer - most of them are unknown Analysis of problems Small winery – direct sales

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 40

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 41

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „label“ 42 DC Pfalz Label since 2005 Price 0,10 € per bottle Suggested retail 5,-€/bt. Brand recognition More than Flawless – characteristic and positive aromasprofile Trustworthiness and consumer guidance Membership mandatory 77€/ha

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Implementation of new „label“ Judgement based solely on taste 43

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Tasting - Session 44  50% of the wines did not fit the profil  Frustration  Prediction of success difficult

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels After 10 years – in Discount! 45 hallmark of excellence?

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Several initiatives have emerged since the 1980’s to address quality of small and little known labels Wineries Since bt Since 1992 "Selection„ 3,0 of 5 Points 12,2 % alc. 60 hl/ha Since 2002 „Hochgewächs„ Only Riesling 3,0 of 5 Points + 1 % alc. Since ,5 of 5 Points Max 15g/L RS. 12 % alc. Since Wineries Since 1996

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Folie 47 The Power of Friendship

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Folie 48 The Power of Friendship – „five friends“ 5 take action together

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Certification System Winery association VDP „Best of Germany“ 49

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Certification System Winery association VDP „Best of Germany“ 50  Foundation 1910  199 estates  2,6% of total German crop  8 % of German wine sales/turnover

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels VDP „Best of Germany“ Classification comparable with Burgundy 51 Region Max yield 75 hl/ha Region Max yield 75 hl/ha Priemier Cru Vineyard Max yield 60 hl/ha Debut 1 May Priemier Cru Vineyard Max yield 60 hl/ha Debut 1 May Village Max yield 60 hl/ha Labeld by village or soiltype Village Max yield 60 hl/ha Labeld by village or soiltype Grand Cru Vineyard No grape variety Traditional varieties Max yield 50 hl/ha Debut 1 September Grand Cru Vineyard No grape variety Traditional varieties Max yield 50 hl/ha Debut 1 September

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Wine competitions 52

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Wine competitions 53  obtain valid comparisons of wines by trained experts  blind tasting  bronze, silver, gold, and double gold medals in various categories

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Local public relation agency Implementation of new „Wine competition“ 54

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels  Since 2010  5 Wines judged per Winery ∆  300 € Fee  Winemakers up to 35 years  Objectives Fire up competition between wineries In search of excellence / fascination Support friendship and exchange between wineries Connect winemaker with sommelier and journalist Make winemaker ambassador for tourism Create exposure Sales up to the winery  Since 2010  5 Wines judged per Winery ∆  300 € Fee  Winemakers up to 35 years  Objectives Fire up competition between wineries In search of excellence / fascination Support friendship and exchange between wineries Connect winemaker with sommelier and journalist Make winemaker ambassador for tourism Create exposure Sales up to the winery Local public relation agency Implementation of new „Wine competition“ 55

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels „Wine competition“ Track to succes Folie 56 Screening to narrow down the choice 10 of 50 Final competition Best of last year + the best of Screening  Scores of the judges are given to the winery  Judges  State agency  Sommelier  Journalist

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 57 How do buyers find new wine? Tastings, and what peers recommend.

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Summerary: Overwiew, Insight & Trends - A German perspektive Folie 58 WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels

Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels Summerary: Overwiew, Insight & Trends - A German perspektive Folie 59  Reputation is based on the wine producer  Mandatory examination sets the base line  Keep regulations flexibel  Support friendship and exchange  Fuel Competition – sales and quality will go up  Wine and Tourism agency are a usefool tool  Create exposure WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels