Fair Wine Road Show 2025 – Wines on tour through Germany’s major cities

The results of the Fair Wine Awards were presented to the German trade in May/June 2025. Now the next campaign is about to start: Fair Wine visits the trade personally, talks to selected wine merchants about the award and tastes award-winning wines and wines representing the 6 award categories together.

Fair Wine goes City

The Fair Wine Award took place for the 4th time and is an integral part of EUROVINO.

It not only honors outstanding wines, but also focuses on topics such as sustainability, innovation and diversity. But the organizers don’t want to stop at just handing over the certificates. In fall 2025, the Fair Wine Road Show will therefore be launched for the first time – an initiative that brings award-winning wines directly to leading retailers in Germany.

More than just a competition: from the award to retail

Many wine prizes end with an award that confers prestige but often creates only limited visibility in the trade. This is exactly where the Road Show comes in. Between October and mid-November 2025, the Fair Wine team will be touring the five largest German cities and presenting selected wines from the award where purchasing decisions are made: in specialist shops.

“We want to show that there is also a real marketing concept behind the award,” explains co-organizer Michael Kugel. “The Road Show offers winegrowers the opportunity to present their wines in a professional setting without having to travel themselves.”

Personal contacts, real opportunities

The special feature: The tastings take place exclusively by appointment with interested retailers. This creates a targeted exchange without wastage. The presentation is supported by experienced wine and sales experts such as Denis Duhme, Michael Kugel and Dr. Hermann Pilz, who present the wines competently and at the same time obtain valuable feedback from the retailers.

For the wineries, this means that they learn directly how their wines are perceived in the trade – and can make new contacts for long-term cooperation. For retailers, in turn, the Road Show offers the opportunity to discover exciting products that have already undergone a certain pre-selection and quality assurance through the Fair Wine Award.

A sign of visibility and sustainability

The Road Show underlines the idea that wine prices today have to be more than just symbolic. In an increasingly diverse and competitive market, direct sales opportunities and personal contacts are crucial.

In addition, the tour creates awareness for the Fair Wine Award itself, which will be held for the fifth time in 2026 as part of the EUROVINO trade fair. This closes the circle: competition, visibility, trade – an overall concept that benefits winegrowers and retailers alike.

Outlook

The Fair Wine Road Show 2025 is an exciting experiment and at the same time a signal: those who receive awards should also be heard – not only by jurors, but also by the people who pass wines on to consumers. For the participating wineries, it is an opportunity to position themselves in major German cities. For the trade, this opens up a curated view of what is currently moving the wine world.

If you would like to know more, write to michael.kugel@fair-wine.com and we will send you detailed information.