‘It’s not the taste of wine that turns young drinkers away, it’s everything around wine’ – German Wine Institute’s head of national & international marketing, Steffen Schindler, speaks to Global Drinks Intel – Part II

In the second part of our interview with the German Wine Institute's head of marketing, Steffen Schindler talks strategy, with the country's positioning of its Generation Riesling project, as well as the paucity of brands and the opportunity in no- & low-alcohol. Head here for the first part of this interview Who do you identify as your main competitor?An example of how to do it right is New Zealand - They sell their wines all over the world, and they’ve never got involved at the basic price levels. That's what we’re aiming for; we want to get out of entry-point price