Tradition Meets Transformation: Theresa Olkus on the Future of German Wine

In conversation with Tom Owtram

For more than a century, the Verband Deutscher Prädikatsweingüter (VDP) has shaped the story of German wine. Today, the association brings together over 200 of the country’s most respected estates, combining heritage with a forward-looking vision. At its helm is Theresa Olkus, who became Managing Director three years ago. With a background spanning communications, media, and a family connection to viticulture, she brings both a fresh perspective and a deep understanding to one of Germany’s most influential wine institutions.

In this conversation, she reflects on her path into wine, the responsibilities of leadership, and the challenges and opportunities shaping the next chapter of German wine.

Your journey into wine

You bring a background in law, communications, and international experience. What led you to join the wine world - and eventually take on this leadership role at the VDP?

I wish I had a background in law! In fact, I studied communication science and media research. But in a way, I grew up with viticulture, since my family has been winegrowers for generations. As a child, I spent a lot of time in the vineyards, though I never imagined I’d one day work in the industry myself.

Through hands-on experiences, internships, part-time jobs, stays abroad, and my studies, the pieces slowly came together. Six years ago, I joined the VDP, and for the past three, I’ve had the privilege of leading it.

Stepping into leadership

You stepped into your role at a significant moment. What were some of the key opportunities and challenges in your first year as Managing Director? What surprised you?

I was confident about the content and purpose of the role, but the leadership aspects were less familiar at first: financial responsibility, the structure of an association, politics inside and outside the organisation, leading a team, and a never-ending stream of administration.

Fortunately, I work with people who trusted me and understood I’d need to grow into certain areas. I’m grateful to my predecessor, Hilke Dahlem, for ensuring a smooth transition - something I still benefit from today.

Tradition and innovation

The VDP is an association with deep heritage and evolving responsibilities. How do you see its role today, and how do you balance tradition with innovation?

The VDP and its members have long been a driving force in German wine - a benchmark and a pioneer. That was my main motivation to apply: I knew this was a place where I could learn and contribute.

My aim is to build on that legacy while helping lead it into a new era. With 200 members, there are inevitably many different opinions, but the diversity of voices makes the work rewarding.

Sustainability and responsibility

Sustainability is becoming an essential part of wine discourse. How is the VDP supporting its members, and where do you see the greatest opportunity for impact?

We guide and support our members both professionally and personally. At the same time, we learn together, defining which aspects are most important for us as an association.

We also set meaningful signals - for example, committing to lightweight glass bottles for VDP Gutswein, and introducing lighter bottles even for VDP Grosses Gewächs. That means bottling our most premium wines in lighter glass - a small but significant step.

Adapting to climate change

Your members represent some of Germany’s most historic producers. How are they adapting to climate change, and how does the VDP help shape best practice?

Our members are actively testing new practices to cope with heat, drought, and extreme weather. It is becoming more challenging as these events intensify, but adaptability is key.

Crucially, our estates support one another, especially when regions are hit hard - as we saw during the Ahr flood or the late frost of 2024. This collective spirit is one of our greatest strengths.

German wine on the global stage

You’ve spoken about strengthening the visibility and voice of German wine internationally. What excites you most about the future, and what work still needs to be done?

We need to continue positioning ourselves as one of the world’s leading wine-producing countries and make our values clearer. The VDP’s classification of origins is a big step in this direction, but the work is ongoing.

Defining leadership

You work across policy, media, wine culture, and trade. What does leadership mean to you in such a diverse environment?

There is no universal formula. Leadership requires constant reflection, making decisions grounded in facts - and trusting your instincts.

Inspirations and resets

What’s inspiring you right now — professionally or personally?

I was in Ireland recently and loved the nature and the peace - even the rain. Hopefully, that sense of calm stays with me for a while.

And finally…how do you switch off?

A short break and a good conversation with family or close friends. That’s always the best reset.