Classic Wines Spotlight: Gluhwein.Net
Written By: Matthew Apsokardu on Thu, Oct 30th 2008
Gluhwein.net is not a winery website, nor is it a retailer website. Gluhwein.net doesn't sell wine at all, in fact. Instead, they focus entirely on a single product from Germany - Jodlers Gluhwein Syrup. You might be thinking to yourself, "what makes this stuff so special that these folks can run an entire business off of one product?"
Read this exclusive interview and find out.
CW: I'd like to welcome Chris Denny and Ela Miclea, owners of Gluhwein.net, to ClassicWines.com. Chris and Ela, how did you get started in this unusual business?
GL: Gluhwein.net started right off as a website about Gluhwein and mulled wine recipes in 2006 and we began importing and selling Jodlers Gluhwein Syrup mix in 2007. We expect 2008 sales this year to be about 500% greater than last year's sales. We have an exclusivity agreement with the producer of Jodlers Gluhwein mix as the only distributor in North America.
CW: Just as a little background for readers, gluhwein (or mulled wine) is a spiced drink that has a popular following in Germany. Syrup is often added to red or white wine to create a comforting drink. Back to the question at hand - what is the main mission of your company?
GL: Gluhwein.net was established to share mulled wine with the United States and create a greater awareness of this delicious and fun seasonal drink.
CW: Your company seems very unique! How did you go about establishing your brand and setting yourself apart from any competition?
GL: Well, we considered 2007 to be a test year and the response was better than we expected. In fact, we sold out. As far as branding goes, we are all gluhwein. It was the Germans that got us into it. In order to keep growing and building the company, we are now offering mixed gift baskets and will add soaps, candles, candies, and other mood-setting items in the future.
One reason people have done business with us is that gluhwein is particularly easy to make. It requires no strainers and for the person making the gluhwein, there are essentially two ingredients - wine and gluhwein.net syrup mix. Really you just heat the wine, pour in the mix, and stir. There are three steps! Four if you include drinking it.
Also, because it is a syrup mix, you can make on serving as easily as you can make twenty and you can adjust the flavor to the strength or weakness of your desire.
As a sidenote (And something that sets us apart) - we are holding a yodeling contest this year with two categories: one for the real deal (talent) and the other for creativity and humor. Who's in? Yodel-lay-hee-hoo! Held on Youtube and at various events we attend, the winners will be decided later in the season and will get free goodies.
CW: Very cool, you guys have been busy. Between the yodeling and the gluhwein itself, what market would you say you're reaching out to?
GL: Most of our current customers are European but our target market is wine appreciators and anyone we can convert from eggnog to mulled wine during the holiday season. Boo eggnog, yeah gluhwein!
CW: Why do you think people will keep coming back for more after they visit your site?
GL: Gluhwein is delicious and our mix makes it super easy to enjoy it on a whim. You don't have to dig around for a strainer or mix multiple spices. Heck, you don't event have to wait for teabags to steep. You just heat, pour, and stir.
We see gluhwein and mulled wine as a part of the cultural shift towards America becoming a country of wine drinkers - even wine appreciators - and we want to be a part of that, however small our part is. We want to bring a new holiday drink to America.
CW: Big goals, but also very admirable ones! Any final thoughts for customers who might be reading this right now?
GL: We love to hear from people. Whether they want to buy it, sell it in their own stores or bars, or just as questions... we'd like to talk to them. They can call us at (832) 235-3149 or email us from http://www.gluhwein.net.
