Spring Wines: Combining Enjoyment and Sales

It seems logical that most wine retailers intensify their spring wine campaigns only after Easter, especially in May, when the weather is usually consistently pleasant. But that doesn’t change the fact that this means missing out on two entire spring months. Nor does it change the fact that meteorological spring in the Northern Hemisphere always begins on 1 March. The astronomical (calendar) beginning of spring varies between 20 and 21 March, but in both 2026 and 2027 it will fall on 20 March.

This calendar-based start of spring is the perfect moment to start offering the first spring wines to your customers. After all, most wineries begin bottling their entry-level wines from the new vintage around this time – and often bottle the more premium wines with longer ageing periods as well. So it’s the ideal time to make space in your warehouse for incoming stock. Or to clear out inventory from former suppliers – especially if you've discovered exciting new wines for your business at ProWein.

Spring wines in March – better plan twice, just in case?

There is, however, one small catch. And that’s the weather. It’s entirely possible that March might still bring wintery temperatures – or one raincloud chasing the next. But even that is no problem for spring wines. The selection simply shifts a bit, with wines that are generally fuller-bodied or more structured. Like a transitional jacket you wear in those situations.

If, however, the weather is on its best behaviour, then such wines don’t make much sense. After all, your customers are already out and about without a jacket. In that case, what’s in the glass should be lighter, livelier and more refreshing. But which wines suit which campaign? We’ve got a few ideas for you!

Spring Wine Selection for Bad Weather Conditions

The days are grey and stormy? Maybe it’s even raining? When temperatures are still quite chilly, you can absolutely be bold and simply sell mulled wine in all its variations again. Not just the classic red version, but also white or rosé mulled wine, which has been permitted for a few years now.
Of course, this assumes that you still have mulled wine in your portfolio and that a few bottles are left over.
In physical retail, you could even declare a "Mulled Spring" and organise a small tasting event around it.

Light red wines that can also be enjoyed slightly chilled are also a great option for a rainy spring. Besides Pinot Noir, varieties like Gamay or Vernatsch (also known as Trollinger) really shine here. Lambrusco would also be a great idea.

When it comes to white wines, a bit more punch in the glass is welcome – for example, an oak-aged Chardonnay. Whether it comes from California or Meursault depends on your portfolio. Full-bodied Pinot Gris or a Viognier can also be good choices.

The same goes for higher-alcohol rosés from Provence – to offer a little hope for a spring that’s about to start in earnest.

Spring Wine Selection for Sunny Weather

But if spring arrives in full force in March, then the wines can already reflect a bit of sunshine in the glass. How about a Lugana, so your customers can already start dreaming of their next holiday at Lake Garda?
Sauvignon Blanc or Scheurebe, on the other hand, create a craving for fish dishes or sushi. And Pinot Gris also works wonderfully here – it’s no coincidence that this grape variety has become a true trend grape.

It also pays off to launch your first rosé campaign right at the beginning of spring. At that point, it doesn’t really matter what country or even what region it comes from – rosé promises the lightness of being, something many people deeply long for after the dark winter months.
The paler the wine, the stronger the promise of sunshine and carefree moments. In your marketing, don’t hesitate to play with this lifestyle feeling, which is instantly understood and embraced all over the world.

Using Spring Wines Twice

Of course, it involves quite a bit of effort to plan two separate spring wine campaigns. Still, it’s worth it. After all, it’s not only April that’s known for unpredictable weather – March can be just as moody.

If cooler, rainy days are on the horizon during an otherwise sunny spring, simply launch a 24-hour flash sale with a "bad weather package." Or offer 10% off all red wines.

It also works the other way around. If sunshine is finally forecast after a stretch of gloomy weather, put together a "ray of hope package" – or celebrate the first truly beautiful spring day with a rosé flash sale.

This kind of flexibility, where you can react quickly and directly to changing weather conditions, only works if you’re prepared for all eventualities – and if all the content for your wine selection is ready in advance, so all you have to do is press the button at the right moment.
Timing is everything.
It might be a bit stressful – but it’s usually very rewarding.