Did you know you have only three days left to drink German riesling this month? Most likely not, unless you’re in the trade and are already aware that July has been called the 31 days of German riesling. Do you even want to drink riesling – or, indeed, any wine – for 31 days?
Also, what’s the point? Well, the way these kinds of promotions work is this: generic bodies support independent merchants to promote their wines at certain times of year, which, given the current hard times (particularly with the duty rises due in August) is good for the indies. It tends usually to happen with wines that are more difficult to persuade people to buy, so you won’t get a champagne month, for instance, but riesling, and especially German riesling (pronounced reece-ling not rice-ling, in case you wondered), has always been a hard sell.
