The Next Generation of German Winegrowers

The VDP, the association of elite wine producers in Germany, has launched a heartwarming ad campaign featuring young winegrowers sharing their passion for the craft. These young vintners have taken over family estates and are dedicated to producing high-quality wines through hard work and dedication.

The campaign showcases the next generation of German winemakers, such as Julian Huber of the Bernhard Huber estate in Baden, who humbly admits that he wouldn’t be good at anything else. Others, like Peter Jakob Kühn and Kai Schätzel, are driven by a desire to make a positive impact on the world through their agricultural practices.

Notably, the campaign also highlights female winemakers who have taken over family estates, challenging the notion that only sons inherit the earth in the wine industry. These women, like Catharina Mauritz and Katharina Prüm, are making their mark on the German wine scene with innovative approaches to winemaking.

The younger generation of vintners is not only well-educated and well-travelled but also environmentally conscious, embracing organic and sustainable practices. Despite facing challenges like frost damage and changing consumer tastes, these young winemakers are adapting and evolving to meet the demands of the modern wine market.

Overall, the VDP’s ad campaign celebrates the passion, dedication, and innovation of the next generation of German wine producers. Their commitment to quality, sustainability, and tradition ensures that German wines continue to evolve and thrive in the global market.