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German Importers Group Buying Tour

As part of our effort to develop new opportunities to export California wines, Wine Institute’s Export Program will be conducting a buying tour to California, May 11-16, 2020, for a select group of leading importers from Germany. If your wines are not currently being imported to Germany, we invite you to participate in this tour.


During the tour, we will conduct educational seminars and visit wineries in four wine regions where the main focus will be on regional walk-around tastings allowing new-to-market wineries to meet the importers. The last day on the itinerary will be open for importers to meet with current or prospective suppliers.

  • Santa Cruz/Central Coast – Monday, May 11 (morning)
  • Lodi – Monday, May 11 (afternoon) and Tuesday, May 12 (morning)
  • Napa Valley – Wednesday, May 13
  • Sonoma County – Thursday, May 14

Based on a survey, we learned that the importers are interested in:

  • Wines that demonstrate a less opulent, lower alcohol, elegant and fresh style with modest oak.
  • Wines in all price segments, however, most commercial/volume opportunities exist in the $40-80 USD per case ex-cellars range. There is also interest in higher-priced wines ($100-$200+ USD per case), but with more modest volumes.
  • Volume expectations range from a pallet to 10,000+ cases per year.
  • Most are looking for bottled product but there is also some interest in bulk wines.
  • There is interest in sustainable/organic wines, but it is not a requirement.

If you would like to be included in the German Importers Buying Tour, please fill out this form to verify that your wines meet the criteria for the tastings no later than Wednesday, March 18. We will try to match wineries to the closest tasting location and notify you of the date and location for which your wines have been selected. Please note, each winery will be limited to four wines per brand.

While the tastings are open to all California wineries. Members of Wine Institute and the California Wine Export Program will receive priority consideration and may participate free of charge. Non-member wineries participation fee is $250.00, which may be applied towards Export Program member dues.

We’re pleased to offer you opportunities to expand your business and create new sales channels for your California wines and look forward to welcoming you at one of the upcoming tastings.

California Wine Export Program