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Organisation of a Marketing Programme for German Wine in Sweden

The international activities of the DWI to promote the sale of quality wines from the 13 German wine-growing regions are focused on the most important consumer markets in Europe and overseas. In order to gain a market presence of German wines in Sweden for the years 2027-2032, the strategy includes …

CPV: 79340000 Reclame- en marketingdiensten

Plaats van uitvoering:

Organisation of a Marketing Programme for German Wine in Sweden

Toekennende instantie:

Deutsches Weininstitut GmbH

Gunningsnummer:

DWI 2026-05

1. Buyer

1.1 Buyer

Official name : Deutsches Weininstitut GmbH

Legal type of the buyer : Public undertaking, controlled by a central government authority

Activity of the contracting authority : Economic affairs

2. Procedure

2.1 Procedure

Title : Organisation of a Marketing Programme for German Wine in Sweden

Description : The international activities of the DWI to promote the sale of quality wines from the 13 German wine-growing regions are focused on the most important consumer markets in Europe and overseas. In order to gain a market presence of German wines in Sweden for the years 2027-2032, the strategy includes raising the interest of consumers for German wines and increasing or consolidating sales of German wine products in this country. To establish this market presence a Service Provider shall exercise consistent marketing and public relations work through multi-channel activities and provide information on German wines, German wine -alcoholic and non-alcoholic- and sparkling wine producers and related topics relevant to the market.

Procedure identifier : 1199753c-dc8b-4620-8207-2548cd2a5c6a

Internal identifier : DWI 2026-05

Type of procedure : Negotiated with prior publication of a call for competition / competitive with negotiation

The procedure is accelerated : no

2.1.1 Purpose

Main nature of the contract : Services

Main classification ( cpv ): 79340000 Advertising and marketing services

2.1.2 Place of performance

Anywhere in the European Economic Area

Additional information : Sweden

2.1.3 Value

Estimated value excluding VAT : 900 000 Euro

Maximum value of the framework agreement : 1 440 000 Euro

2.1.4 General information

Additional information : #Bekanntmachungs-ID: CXP4YWS5W2T#

Legal basis :

Directive 2014/24/EU

vgv -

2.1.6 Grounds for exclusion

Sources of grounds for exclusion : Notice

Participation in a criminal organisation : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Terrorist offences or offences linked to terrorist activities : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Money laundering or terrorist financing : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Fraud : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Corruption : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Child labour and including other forms of trafficking in human beings : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Breaching obligation relating to payment of taxes : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Breaching obligation relating to payment of social security contributions : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Breaching of obligations in the fields of environmental law : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Breaching of obligations in the fields of social law : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Breaching of obligations in the fields of labour law : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Insolvency : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Assets being administered by liquidator : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Business activities are suspended : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Analogous situation like bankruptcy, insolvency or arrangement with creditors under national law : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Grave professional misconduct : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Agreements with other economic operators aimed at distorting competition : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Conflict of interest due to its participation in the procurement procedure : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Direct or indirect involvement in the preparation of this procurement procedure : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Early termination, damages, or other comparable sanctions : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

Misrepresentation, withheld information, unable to provide required documents and obtained confidential information of this procedure : Self delcatration in accordance with sections 123, 124 GWB (German Act against Restraints od Competition). The self declaration must be submitted and signed by every member involved in case of a bidding consortium and/or a loan of eligibilty and/or subcontractors.

5. Lot

5.1 Lot technical ID : LOT-0001

Title : Organisation of a Marketing Programme for German Wine in Sweden

Description : The Service Provider shall routinely perform the following tasks as basic services at a monthly fixed price including all external costs (including, but not limited to, shipping fees for promotional materials, adaptation of marketing materials, fees for market research or analysis tools, except travel expenses for attending an annual meeting of all Wines of Germany offices in Germany): Service Conditions The Service Provider shall ensure an appropriate infrastructure for the completion of his contractual obligations. This consists of offices fully equipped with all the common means and channels of modern communication. The normal business and availability hours shall be made public and adhered to by the Service Provider. 1. General Basic Services The Service Provider shall perform the following tasks as General Basic Services: a) Basic Information Service and Correspondence - Particularly regarding exporters, agents, supermarkets, specialist retailers, catering trade, media and consumers - Consulting service for German wine and sparkling wine producers for entering or already working on the Swedish market - Expert point of contact for media representatives - Creation and maintenance of a network of important and relevant contacts and multipliers in Sweden in order to perform these responsibilities b) Retail trade/Catering Trade/Importers/Wine Market - Identifying market potentials, concrete needs and opportunities for cooperation for German wine and sparkling wine producers - Continuous compilation and updating of lists of Swedish wine retailers, agents, distributors, supermarkets, top hotels and selected restaurants (including contact person for wine procurement) - Adaptation of existing promotional material - Distribution and shipment of promotional materials. c) Statistics/Market Research/Marketing Strategy for Sweden - Development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in Sweden corresponding to the market situation and in line with the general strategy of DWI - Transmission of statistics/market research - Continuous transmission of statistics in relation to the use of social media (number of followers, etc.) - Quarterly report on general activities. d) Other Services - Storage of POS material and banners - Attendance of an annual meeting of all Wines of Germany offices in Germany by the team leader/Head of Campaign (about 4-5 days) 2. Basic Public Relation Services The Service Provider shall perform the following tasks as Basic Public Relation Services: - Continuous monitoring of the Swedish media landscape - Regular summary of current media clippings (TV, print and internet) - Reports on the current situation and changes in politics and the wine sector - Creation and distribution of generic press releases related to the DWI or German wine in general - Creation and distribution of basic information publications related to the DWI or German wine in general. 3. Basic Internet and Social Media Services The Service Provider shall perform the following tasks as Basic Internet and Social Media Services: a) Website maintenance - The existing website available under https://www.winesofgermany.se shall be maintained, regularly updated, and further developed. It shall be the central point of contact and information and shall be linked to all other social media channels in connection with the campaign. It shall contain all events and press releases as well as information on German wines in Sweden - All content management shall be provided by the bidder, while the DWI shall provide an already existing Open Source Typo3 Content Management System (CMS) and host the required server. It will be mandatory for the bidder to work within the CMS of the DWI. - The regular content creation as well as the content adaption and maintenance of the website about German wines are mandatory. In the case that new templates are needed the bidder shall ensure that the created content by the bidder or any third party is in line with the CI and CD of the DWI. This refers to any possible technical implementation of suitable templates, extensions, plugins, etc. including new content. The bidder shall ensure that the content of the websites is checked daily for relevance of data and updated at least weekly. b) Internet and Social Media - Content creation and maintenance of all relevant social media networks (e.g. Instagram, Facebook, video channels, etc.). Social media channels must be updated at least once a week with unique content containing added value. - Existing social media accounts are: o Facebook: Wines of Germany - Sverige o Instagram: @tyskaviner 4. Additional Services Upon separate request by the DWI, the Service Provider shall also perform the following tasks as additional services. These additional services will be put forward based on the DWI's general strategy and may vary from year to year depending on budgets defined for the Swedish market. a) Media Relations/Trips to Germany b) Special Press Conferences in Relation to Current Events c) Other Marketing Activities d) Events/Fairs/Presentations

Internal identifier : DWI 2026-05

5.1.1 Purpose

Main nature of the contract : Services

Main classification ( cpv ): 79340000 Advertising and marketing services

5.1.2 Place of performance

Anywhere in the European Economic Area

Additional information : Sweden

5.1.3 Estimated duration

Duration : 6 Year

5.1.4 Renewal

Maximum renewals : 5

Other information about renewals : The period of the tender agreement commences on 1st January 2027 and shall expire on 31 December 2027 (which concludes one year). The contract will subsequently be extended five times for successive one-year periods unless it is terminated by either the DWI or the Service Provider by giving at least three months' written notice of termination. The maximum duration of this tender agreement is six years. Accordingly, the tender agreement shall expire no later than 31st December 2032.

5.1.6 General information

Reserved participation : Participation is not reserved.

Procurement Project not financed with EU Funds.

The procurement is covered by the Government Procurement Agreement (GPA) : no

This procurement is also suitable for small and medium-sized enterprises (SMEs) : no

5.1.7 Strategic procurement

Aim of strategic procurement : No strategic procurement

5.1.9 Selection criteria

Sources of selection criteria : Notice

Criterion : Other economic or financial requirements

Description : Company presentation attachment

Criterion : Professional risk indemnity insurance

Description : Self-declaration confirming that you have professional/commercial liability insurance with a coverage of at least 1,000,000.00 EUR for each of personal injury and 200,000.00 EUR for each of property damage, or a declaration that you will obtain such insurance prior to the commencement of the contract.

Criterion : General yearly turnover

Description : The annual turnover of each of the last three completed business years shall amount to a minimum of 150,000.00 EUR. If a bidder's annual turnover is lower than the minimum, its request to participate will not be considered.

Criterion : References on specified services

Description : Network of multipliers: Self-declaration confirming that you have an active network of multipliers in trade and gastronomy in the wine/food/beverage sector as well as contacts to trade and public media in Sweden.

Criterion : References on specified services

Description : Provide appropriate references from contracts performed in the past of major services provided in the last five years - calculated from the date of publication of this notice. The reference must cover several different marketing and PR activities for a client, with the "gastronomy and trade" sector in Sweden as target group.

The criteria will be used to select the candidates to be invited for the second stage of the procedure

Weight (percentage, middle of a range) : 50

Criterion : References on specified services

Description : Qualification od the team leader/head of campaign: Self-declaration about the Staff or technical bodies that are planned to be involved in the provision of the services, regardless of whether they form part of the undertaking or not, in particular those staff members or bodies that will be responsible for quality control.

The criteria will be used to select the candidates to be invited for the second stage of the procedure

Weight (percentage, middle of a range) : 50

Criterion : Measures for ensuring quality

Description : Self-certify the knowledge of the required languages: Head of Campaign: Excellent Swedish and English language skills with the ability to discuss business subjects including marketing, sales, and product management in Swedish and English (minimum language level C1). Project team: Excellent Swedish and English language skills with the ability to discuss business subjects including marketing, sales, and product management in Swedish and English (minimum language level C1).

Criterion : Other economic or financial requirements

Description : If applicalbe: Declaration of a bidding consortia and/or a loan of eligibility and/or the use of subcontractors

Criterion : Authorisation or membership of a particular organisation needed for service contracts

Description : Grounds for exclusion pursuant to Article 5 k) of Regulation (EU) No. 833/2014 - Submission of the completed self-declaration

Information about the second stage of a two-stage procedure :

Minimum number of candidates to be invited for the second stage of the procedure : 3

Maximum number of candidates to be invited for the second stage of the procedure : 3

The procedure will take place in successive stages. At each stage, some participants may be eliminated

The buyer reserves the right to award the contract on the basis of the initial tenders without any further negotiations

5.1.10 Award criteria

Criterion :

Type : Price

Name : Price

Description : Average price for one estimated year in the period Jan. 2027 - Dec. 2032