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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 on theme: "Bernhard Schandelmaier WORKSHOP WINES FROM THE DANUBE REGION Session 1: Certification Systems and Implementation of new labels 1 Certification Systems."— Presentation transcript:

1 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

2 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

3 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? 

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

5 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

6 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

7 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.

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

9 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

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“ 10

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“ 11

12 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

13 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

14 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

15 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?

16 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. 16 6 Wineries Since 1989 49.000 bt. 2014 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 1987 1,5 of 5 Points Max 15g/L RS. 12 % alc. Since 2000 14 Wineries Since 1996

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

18 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“ www.fuenf-winzer.de 5 take action together

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“ 19

20 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

21 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

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

23 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

24 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

25 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

26 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

27 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.

28 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

29 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

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

31 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

32 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

33 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? 

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

35 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

36 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

37 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.

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

39 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

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“ 40

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“ 41

42 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

43 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

44 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

45 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?

46 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. 46 6 Wineries Since 1989 49.000 bt. 2014 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 1987 1,5 of 5 Points Max 15g/L RS. 12 % alc. Since 2000 14 Wineries Since 1996

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

48 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“ www.fuenf-winzer.de 5 take action together

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“ 49

50 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

51 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

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

53 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

54 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

55 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

56 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

57 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.

58 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

59 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

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