Is Culture a Cause Worth Drinking for?

Two people stand in front of a digital billboard for the VDP cultural asset campaign.
The VDP's wine culture campaign hits the streets. Photo credit: VDP by Lennart Schmidt | pleasure* - Agentur für Genuss GmbH

Maps illustrating German viticulture in the Middle Ages show a dense, far-reaching expanse. Vines and wine were integral to daily life, sacred and secular. Vineyards formed a distinctive cultural landscape and wine a vital cultural asset — a long, living link to the past.Today, that link is being tested. The German wine industry is contending with what some experts have called its greatest crisis since World War II. Fueling the crisis are anti-alcohol messaging, demographic shifts, rocketing costs, and the increasingly erratic tolls of the climate crisis. Worse, there’s no clear sense of where rock bottom lies.But German wine has…

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