Recently, Annette and I met Melanie Broyé-Engelkes, Managing Director of the German Wine Institute, at a reception in honor of Alois Rainer, Federal Minister of Agriculture, Food and Regional Identy, at the German Ambassador's Residence in Washington DC, USA.
Melanie Broyé-Engelkes took over in mid-2025 after Monika Reule had been at the helm of the German Wine Institute since 2007. Probably, this was Melanie Broyé-Engelkes' first visit to an important export market of the German wine makers. Annette and I were happy to talk to her and get to know her. "I want to provide new impetus with an entrepreneurial and creative mindset and a great deal of passion for the stories and places of origin of the German wine-growing regions. I also want to work with everyone involved to further advance the German wine industry and place an even greater focus on the diversity and quality of our wines.“
At the reception, the guests were offered an outstanding selection of 10 German wines - white, red, sparkling and no-alcohol, sponsored by the Deutsche Weininstitut,. Also, the Deutsche Weinistitut had hired Brent Kroll, a highly respected sommelier and owner of Maxwell Park Wine Bar in Washington DC, to pour the wines.
Following introductory remarks of German Ambassador Jens Hanefeld and Minister of Agriculture, Alois Rainer, Melanie Broyé-Engelkes, Managing Director, Deutsches Weininstitut, Germany, introduced the wine selection to the guests and spoke about what wine producer Germany has to offer.
I was very pleasured to see a broad selection of excellent German wines being poured at the reception and a Washington DC star sommelier pouring the wines. Interestingly, there was only one wine among the 10 wines that was not dry, there were 2 red wines, 2 sparkling wines and 2 zero-alcohol wines.
Press Release - Melanie Broyé-Engelkes the New Managing Director of the German Wine Institute
On 1 July, Melanie Broyé-Engelkes took up her post as the new Managing Director of the DWI in Bodenheim.
Prior to this, the Administrative Board of the German
Wine Fund (DWF) unanimously appointed marketing expert Melanie
Broyé-Engelkes to the new Executive Board on 24 June, who will also take
over the management of the German Wine Institute (DWI) in personal
union.
International marketing experience
Melanie Broyé-Engelkes brings over 20 years of experience in marketing and international business development of consumer goods such as cosmetics, perfume, fashion and spirits and has a strong passion for entrepreneurship.
„Through her management positions in French, British and German companies, Melanie Broyé-Engelkes will be able to make a significant contribution to further strengthening the position of German wine at home and abroad and representing the interests of the German wine industry,"
said Klaus Schneider, Chairman of the DWF Board of Directors and Supervisory Board. He emphasised that the new DWI director had prevailed against an extremely large and strong field of applicants following a multi-stage selection process by the Supervisory Board. Schneider also thanked the outgoing Managing Director Monika Reule on behalf of all DWI and DWF committees for her many years of successful commitment.
Melanie Broyé-Engelkes is very much looking forward to working with the DWF and DWI teams and committees: "I want to provide new impetus with an entrepreneurial and creative mindset and a great deal of passion for the stories and places of origin of the German wine-growing regions. I also want to work with everyone involved to further advance the German wine industry and place an even greater focus on the diversity and quality of our wines.“
The path to wine
Melanie Broyé-Engelkes' personal interest in wine was awakened by her French father-in-law, who worked for renowned champagne houses. When she lived in London, she created Scotch whisky brands and worked closely with whisky distilleries in Scotland and presented their products at international trade fairs. She has always recognised the passion of the winemakers and distilleries and their connection to the terroir as well as their innovative spirit.
Later, Melanie Broyé-Engelkes developed a London start-up with sustainable textiles from a commercial prototype into an international company. Through human-centred storytelling, targeted and effective communication and close collaboration with all stakeholders, she was able to achieve international recognition despite limited resources and thus develop collections with the most well-known brands in fashion and sportswear.
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