Local produce

Luxembourg wine turns over a new leaf

The new marketing strategy highlights the strengths of the Luxembourg wine sector.

04-vinConsumers tastes and expectations that are changing, international competition that's ever-increasing and a wine market that's rapidly changing pose a challenge for Luxembourg winemakers. In order to make better use of the means available, the Minister of Agriculture, Viticulture and Consumer Protection decided to support the Luxembourg wine industry by investing a million euros per year in a new marketing approach.

A concerted effort between the Ministry and the wine-growers

The action plan jointly identified by the actors in the sector includes 17 projects, grouped under seven main complementary themes: communication, events, sales principles, advertising and marketing, intermediary customers, Rivaner and opinion leaders (bloggers, wine experts, food critics, etc.).

The common strategy focuses on a limited number of geographical targets and development targets. The focus is on the German and Belgian markets in which Luxembourg wine needs to develop and reposition itself. In addition, the strategy envisages strengthening and improving the Rivaner grape variety, which produces delicate, fine, supple and fruity wines. The Ministry is thus confidant about the positive impact of the future actions, which will improve the potential of the Luxembourg wine sector on the national and international markets.

Restoring the image of Luxembourg wines

National consumption of Luxembourg wine has been dropping for around twenty years. Around 100,00 hectolitres of Luxembourg wines were still consumed in 1994, compared with some 64,000 in 2016.

In order to deal with this situation, the Ministry of Agriculture, Viticulture and Consumer Protection, together with the Institut viti-vinicole (Luxembourg Wine Institute), the three groupings of wine producers and an external firm have defined a vision and a common strategy to promote Luxembourg wines beyond the borders of the Grand Duchy.

(Article written by the editorial team of the luxembourg.lu portal)
  • Updated 31-07-2017