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PR: Focus on packaging and personality - International wine-marketing day at INTERVITIS INTERFRUCTA


Date: 01/07/13

As part of the 61st German Winegrowers’ Congress on the occasion of INTERVITIS INTERFRUCTA 2013 on April 23, 2013 in Stuttgart, the German Wine Institute (DWI) is organizing an International Wine-marketing Day for the first time, under the motto “Successful wine-marketing: The role of packaging and personality."

Well-known experts such as Dr. Georgios Tsantalis (Greece), Paul Cluver (South Africa), Fritz Keller (Germany) and Constance Rerolle from Chateau de l‘ Engarran in the Languedoc-Roussillon region (France), will be on hand.

The target groups of the one-day event are marketing and sales managers and decision-makers from national and international wine-growing companies.

The first part of the conference is dedicated to the topic of packaging and carries the motto “Is man a visual animal – packaging as a success factor!” Following the welcome address delivered by DWI managing director Monika Reule, the latest findings in brain research related to packaging and the effects on the purchasing behaviour of consumers are presented, as well as modern label designs using new communication media such as QR codes. Using best-practice examples, internationally successful packaging types for wine are presented and trends shown.

The speakers include Bernd Werner, Board of Directors, Nymphenburg Consult AG (Munich); Dr. Simone Loose, MAPP Center for Research on Customer Relations in the Food Sector, Aarhus University (Denmark); the specialized journalist Stefan G. Hamacher (Offenbach); Dr. Kajetan Müller from the Fraunhofer Institute for Process Engineering and Packaging (Freising); Dr. Günther Rau, REFCCO Rau Environment, Food and Communications Consulting (Allach); Steffi Lenz, Innovation Project Manager O-I Europe (Düsseldorf); Maril Kamp, Specialist New Can Applications, Ball Packaging Europe (Ratingen); Professor Dr. Rainer Jung from the Research Institute in Geisenheim, and Hans Gerhard Müller, managing director, Smurfit Kappa Liquiwell (Wülfrath).

The second part of the conference deals with the role of personalities as a brand and marketing instrument. After a presentation from Christoph Ziegler, managing director of the agency medienagenten (Bad Dürkheim), on the topic “Individual branding as a foundation for successful wine-selling,” the four entrepreneurs from the wine-growing sector already mentioned will present their strategies and successful business models and then discuss future strategies and future markets within the framework of a podium discussion. Radio journalist Werner Eckert from SWR shall act as the moderator.

The DWI conference, which is taking place for the first time in this format, is organized in conjunction with the University of Heilbronn, the Bavarian State Institute for Viticulture and Horticulture in Veitshöchheim, the National Training and Research Institute for Viticulture and Fruit-growing in Weinsberg and the Service Centre for Rural Areas in Oppenheim, and will be interpreted simultaneously (German/English).

For further information please visit www.deutscheweine.de or www.dwv-online.de/kongress. Information on the Intervitis Interfructa trade fair (April 24-27, 2013) is available online at www.intervitis-interfructa.de.

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