Interview with Claudia Stern

What makes wine special for you? Where does your fascination for this topic come from?

For me, wine is more than just a drink - it is a reflection of the landscape, an expression of culture and personality. Every glass tells a story: of soils, microclimate, craftsmanship - and people with personality. The wine world is full of idealists who see enjoyment as a way of life. This has fascinated me for over 35 years.

What is your favourite European wine?

I can't and don't want to reduce it to just one variety: Pinot Noir - from Burgundy, but also from my home region of Baden. Good champagne - of course. Great Rieslings from exciting steep vineyards. Chardonnays from the Jura, Burgundy and the Kaiserstuhl. Volcanic wines from Etna, the Canary Islands, Campania and Soave. Chenin Blanc from the Loire. Blaufränkisch and Lemberger - when character and origin remain tangible. I am always curious - and in search of emotion in wine. Anyone in the wine world who says they already know everything has understood nothing.

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

There are places of longing and regions that never let me go: Baden. Burgundy. Champagne. Etna. Ribera del Duero. The Canary Islands. Places where you are emotionally moved by the wine and the people.

Which European wine-growing region is currently an insider tip for you?

Etna and Campania - full of energy, full of future. Tenerife - almost surreally beautiful wines. And a new focus: my home Baden.

What are the current topics and trends in the wine industry? What is close to your heart personally?

Climate change is changing everything - from grape varieties to communication. At the same time, consumers are changing: less alcohol, more awareness. Pleasure in balance. What counts for me is quality instead of quantity, origin instead of marketing. I would like to see more bold wine concepts, not interchangeable products. What's more, wine needs to be experienced again. Formats such as wine fairs, pop-ups, wine walks or sensory masterclasses are the bridges to the public.

What developments do you see in consumer behaviour? And how can the retail and catering sectors respond to this?

Customers are looking for meaning, emotion and identification - no longer just ‘a good wine with a meal’. What helps is real knowledge and inspiring storytelling. Seminars, tastings, encounters. What no longer works: Platitudes, gloss, PowerPoint pitches and greenwashing. Fair is a matter of course.

What characterises EUROVINO for you - and where should it be heading?

EUROVINO is more than just a trade fair - it is a strategic meeting place for the German-speaking wine industry. A stage for strong personalities, courageous wineries and innovative formats. It ideally complements existing trade fair formats - smaller, more focussed, closer. One task for the next EUROVINO is definitely to involve the catering industry even more, and the best way to do this is with Wine & Training.