Interview with Björn Keyser

What makes the topic of wine special for you?

Wine is not only a product for connoisseurs, it also reflects the formative influence of winemakers on culture and landscape. Living in a wine-growing region is something special—especially when the wines are produced with a great deal of manual labor.

What is your favorite European wine?

I love the minerality of the top white wines from Saxony and Franconia. When it comes to red wine, I currently almost always stick to French wines.

With so many European wine-growing regions, do you have a favorite?

Apart from my home region, it's definitely Franconia. A well-aged Franconian Silvaner can compete with many Rieslings. I find that very exciting, because it often flies under the radar.

Regarding your professional activities: What topics/trends/issues are you currently facing in the context of your wine department?

We are clearly seeing a new social trend. Less alcohol or alcohol-free. Socially, I think it's a good thing – but it makes business in the wine sector more difficult. I don't think this trend can be stopped. However, we need to respond to it appropriately – and, in my opinion, ensure that our customers treat themselves to something special when they enjoy wine. Away from mass-produced products and toward luxury products. In our wine region, too, inexpensive wine is the entry point for many people – our challenge remains to show customers that investing in good wines is worthwhile.

Which products are currently in high demand among consumers in the wine sector? What changes do you see in this area?

We are still selling Saxon wines, but unfortunately lately it has been the cheaper ones. For white wine, that means around €10. We are also currently promoting French wines, especially rosés. We are doing quite well—until now, they have been somewhat weaker than Italian or Spanish wines.

Otherwise, the trend toward alcohol-free or low-alcohol products in the wine sector, as well as alternative products such as flavored fruit drinks, is unstoppable.

About EUROVINO: In your opinion, to what extent does EUROVINO offer suggestions and solutions for the topics/issues addressed?

I believe that our businesses in the heart of the Saxon Wine Route face unique challenges that cannot be transferred elsewhere. It is important for us to offer variety. Trade fairs are ideal for this—discovering winemakers and wines that also provide new impetus in marketing.

The topic of non-alcoholic wine alternatives will continue to occupy us all in the coming years. I think we as an industry need to respond to this.

Regarding EUROVINO, for which you now serve as an advisory board member: What appeals to you about this role, and what aspects would you like to contribute to the collaboration?

I bring a wealth of experience from the food retail sector. We have been awarded several times as the best German wine department in food retail. We want to continue to ensure that wine is even better positioned as a food product with enjoyment potential in food retail, by fellow merchants and employees who are enthusiastic about the subject. Wherever there are no explicit specialist markets, there is potential for this. In my opinion, there is no better place to establish contact between winegrowers and retailers than at good, attractive trade fairs. Trade fairs are meeting places for maintaining contacts, but also for getting to know each other. Ideally, all participants benefit because visiting the trade fair also opens up new marketing opportunities. I see it as my task to keep it attractive for both sides – winegrowers and retailers alike.

Why is EUROVINO important as a trade fair format for the industry?

EUROVINO makes it possible to meet many people from the industry in a single day. We have discovered several new winemakers every time we visit. Even though it is a long journey for us, it is easy to plan the visit and sometimes combine it with other activities. There are good accommodation options near the exhibition center. As a complete package, it stands out very clearly from smaller regional exhibitions.