The Buyer | Beyond Riesling: How German wine is future-proofing itself

Germany’s leading wine body, the German Wine Institute, has a new managing director in Melanie Broyé-Engelkes, who has an FMCG background and a clear strategy for growth in 2026. At this year’s London Wine Fair, she delivered a clear message to the trade: Riesling is no longer the country’s only star and the other varieties and categories, including PIWIs and low&no, are at the forefront of targeting Gen Z consumers. Rather than pushing traditional wine culture immediately, the aim is to guide consumers gradually into wine in a way that feels approachable and relevant through modern packaging, the Generation Riesling initiative and the rebranding of 31 Days of German Wine which are all part of a broader effort to modernise Germany’s image in UK retail. Leona De Pasquale reports.