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The Week in Germany: Business, Technology and the Environment August 31, 2007 Discounter Aldi to Offer Wines from Top German Vintners at Bargain Price
German winemakers have won a hard-fought battle to remake their reputation over the past decades. Once considered purveyors of sweet, cheap whites for the thirsty masses, German vintners are now esteemed as producers of subtle and flavorful Rieslings, Burgundies and Müller-Thurgaus, among others. So, it came as a surprise to observers of the wine industry when two of the country's most respected vintners, Raimond Prüm of the Mosel region, and Fritz Keller from Kaiserstuhl in Baden, struck a deal with the countries number one discount grocer to deliver an exclusive cuvee of inexpensive wines. While Prüm and Keller's handiwork can fetch over 100 euro a bottle (136 dollars), Aldi has pushed prices from over 2 euro in 2001 to 1.73 euro today. Priced to sell at six to eight dollars, the special Aldi-only cuvees will reach a much larger population than the vintners top-flight productions, and the makers say they expect to sell out quickly. While some in the wine industry have responded with skepticism to a scheme they say waters down the image of German wine, the deal may mean that German wines have finally established themselves in the minds of consumers. Previously, Aldi had only offered exclusive cuvees from top Italian and Spanish wines. Links: Read More about the Aldi Deal at Deutsche Welle Wines of Germany – the Exclusive U.S. office of the Deutsches Weininstitut
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