The recently appointed managing director of the German Wine Institute has unveiled a new strategy and structure for the generic body.

Monika Reule said the institute needs to show that "Germany is a wine-growing country in which wine is an important cultural asset as well as inherent to a modern lifestyle ".

She foresees emphasis on event marketing and promotions and more focus on grape varieties and regions.

Reule has also changed the structure of the institute , putting domestic and export marketing on an equal footing within five departments rather than treat ing them as separate entities.