German and Bordeaux Wines Launch “Clink Different” Celebrating First Joint U.S. Initiative

Introducing: Clink Different

Under the slogan “Clink Different”, the Bordeaux Wine Council (CIVB) and the German Wine Institute (DWI) have launched the first-ever joint promotion of their wines in the United States. The goal of this marketing and communication program is to increase awareness and sales of Bordeaux and German wines in key U.S. markets over the next three years with a budget of 9 million euros.

For both Germany and Bordeaux, the U.S. is one of the most important export markets. This shared interest combined with common history, culture and art of living created a natural synergy between Germany and Bordeaux. Recognizing this connection and united potential, CIVB and DWI have set out to engage key influencers of the U.S. trade, media and gastronomy scene, as well as consumers, inviting them to explore the unexpected and to Clink Different.

Press Launch Event

To kick off the program, CIVB and DWI co-hosted the official launch event for the campaign on Thursday, May 23rd in New York City. Monika Reule, Managing Director of the German Wine Institute, and Allan Sichel, President of the Bordeaux Wine Council, invited members of the media and influencers to a special tasting and paired luncheon at Crown Shy – the new restaurant from James Kent and Jeff Katz. Master of Wine Jean Reilly, Education Director of Clink Different, led attendees through a blind tasting, introducing guests to surprising styles and unexpected wines from each region.

The event showcased the incredible range and quality of wines from Bordeaux and Germany – all of which are made with patience, passion and hundred of years of innovation. Today, family-run estates still dominate both regions, flanked by bigger commercial wine houses, all characterized by a shared environmental consciousness. Drawing on these parallels, this partnership presents an opportunity for each region to honor its renowned reputations while spotlighting its modern viticulture and unveiling hidden gems.

Program Details

The Clink Different marketing activities will focus on the U.S. states of California, Oregon and Nevada on the West coast and South Carolina, Florida and Georgia in the Southeast. The existing activities of the two organizations in the U.S. will be continued and coordinated with the new EU-funded measures.

For additional background on this partnership and activation details, please visit to stay informed on program updates.

About the Partner Organizations

Conseil Interprofessionnel du vin de Bordeaux

Bordeaux Wine Council (C.I.V.B.) was created by a French law dated August 18, 1948. It unites representatives from the three pillars of the Bordeaux wine industry: winegrowers, merchants and traders.

More information:

The German Wine Institute

The Deutsches Weininstitut (DWI), or German Wine Institute, is the German wine industry’s communication and marketing organization responsible for the generic promotion of the quality and sales of German wine domestically and abroad.

More information: Explore our site to learn more about Germany’s varietals, regions, and activities in the U.S.