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BOTTLING & LABELING

Herman Schmitt
After graduating from high school, he completed an agricultural
training with a master craftsman‘s examination. He also
successfully completed a University degree in agricultural
economics. In July 2003 Dipl. agr. oec. Hermann Schmitt took
over the management of the Franconian Viticulture Association
and the Franconian Regional Wine Promotion. Thus, together
with his team, he is responsible for both the professional
and political work for the Franken producers, as well as the
communication of the „Silvaner Heimat since 1659“.
Typicity makes a difference!

The shape of the Bocksbeutel bottle is ty- documents the origin of the contents in a si-
pical for Franken wines. It is a symbol, coat milarly clear and unmistakable manner in just
of arms and flag, treasury and ark in one. a few milliseconds. Especially in the global
Does the familiar traditional form play in market, where photos are gaining more and
consumer decision making and choice? Is it more importance via digital channels and
still a valid means of communication? communication primarily begins through vi-
sual worlds, the unmistakable shape of the
Franken (Franconia) is actually the only culti- Bocksbeutel is a valuable gift.
vation area known to us that uses both a grape Even in the confusing wine shelves of the gro-
variety and a bottle shape as a word and image cery trade, the Bocksbeutel shortens the search
mark. This documents the unusually close con- for consumers considerably and at the same
nection between us Frankens and our favou- time gives the security of buying a particularly
rite grape variety Sylvaner and our absolutely good, tested white wine from Franken. So, is
typical bottle, the Bocksbeutel. Franken has the Bocksbeutel „still a valid means of com-
been home to Sylvaner since 1659, because an munication“? Yes! And it will stay that way -
entry in the Fürstlich Castell’s archive is dated regardless of short-term developments at
April 6, 1659, which documents the planting the winemakers or on the market.
of the first Sylvaner plants. Nevertheless, in the past few years we had
The Bocksbeutel is inextricably linked with to register a decrease in the proportion of the
Franken. No other bottle shape in the world Bocksbeutel, which has now reversed. This
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