Word of Mouth Impulses Boost Wines of Germany: A Case Study

After decades of inflationary applied advertisement investments in TV, print and online media, todays’ consumers are exhausted. ‘Wines of Germany’ conquers the given situation with word of mouth (WOM) marketing and communications work. Presentations, seminars, press, online, and social media work as well as conceptual sales impulses for the on and off trade or gastronomy all serve a common goal: credible WOM recommendations. Combined with innovative and emotional communications work, the WOM action led to an increase in public awareness for Wines of Germany. It correlates with a moderate but steady increase in domestic and export value in an extremely competitive market. This chapter summarizes and analyzes the WOM actions of ‘Wines of Germany’.