Saturday, 3 February 2007


This is the Sonnenmännchen.

Quaint and friendly it may look, but it's also the marketing logo for wine in Baden. If there ever was a sadder indictment of the Badischer Weinverband's marketing strategy, this is it. "Von der Sonne verwöhnt" (Sun-blessed) is the Sonnenmännchen's slogan. All well and good, but while other German wine regions, such as the Pfalz, attract international attention thanks to intelligent, no-nonsense wine marketing, Baden, on the other hand, try to flog their wines with the aid of Jörg Kachelmann the weatherman and a cuddly toy. It speaks volumes.

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