Meet the GERMAN WINE ROYALTY -Tradition That Crowns the Knowledge.

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Anamika

In house curator (WSCI)
Wine & Spirits Club of India

Have you ever competed in a contest that paired brains and bouquets together? Where tiaras become symbols of genuine vino intelligence, rather than just appearances? I’m obsessed with the annual ‘Wine Princess and Queen’ competition Germany has been rocking for nearly a century. This is about honoring young women with a real passion and comprehensive knowledge of all things wine, so forget your usual beauty contests. Might this be the most exciting, empowering way to increase wine knowledge all over? I believe that this is a brilliant idea.
This is not some fleeting trend or a short-lived idea. Originally meant to advertise German wines and the gorgeous regions they hail from, the German Wine Queen custom began in 1931. Picture a lively effort to give the product a new, intelligent personality in a period when appreciation of wine would have seemed somewhat formal. Over the decades, it has evolved into a well-respected platform honoring true knowledge in viticulture, enology, and the broader wine world.
So, how does one become part of this majestic lineage of grape lovers? At the regional level, the journey starts. Many would-be “wine royalty” have close ties to their neighborhood wine industry or come from wine-growing families. The selection process entails live presentations of interviews, blind tastings, and even spontaneous speeches, all before a live audience! The winner is typically accompanied by two Wine Princesses, forming a vibrant team to promote their region.
However, the genuine crown jewel (pun intended!) is the national contest. Just the regional queens have the opportunity to compete for the title of ‘German Wine Queen’. This is very impressive. The top contestants have to meet a demanding two-part exam. They’re first grilled by a panel of professionals in German and English on everything from grape varieties and winemaking techniques to the most recent market trends and politics of the wine business.

Under the close supervision of a national audience and a demanding jury, the top five then go on to a live broadcast finale. During this, they handle blind tastings, give impromptu speeches, and work together on group projects.
Once crowned, the German Wine Queen, together with her two Princesses, set off on an amazing year. They go to hundreds of events domestically and internationally, becoming the official national representatives for German wine.

They lead advanced wine tastings, represent at world trade fairs including Prowein, act as judges at elite wine contests, and interact with everyone from average consumers to top industry experts. It is a frenzy of learning, networking, and enthusiastic support of the quality and variety of German wines. Best of all? True knowledge and a deep-seated passion for the grape are what it’s all about.
To truly understand this tradition, we spoke with Julia Lambrich, a sharp and eloquent Wine Princess who recently dazzled at Prowein 2025. Her story embodies the dedication behind this unique German institution.
“My family runs a winery in Oberwesel,” Julia shares warmly. “We’re fourth-generation winemakers. My brother and I – my grandparents both worked in this sector.” For Julia, wine isn’t just a career; it’s a family legacy.
She admits, “After high school, I studied Molecular Biology but realized it wasn’t for me. I switched to International Wine Business at Geisenheim University. Post-graduation internships at a South Tyrol winery and a major German wine cellar eventually brought me back to our family winery, where I now focus on marketing and sales.” Her diverse background gives her a well-rounded perspective.
What’s the magic of wine for Julia? “What I particularly like is that you have the opportunity to create your product and tell your story afterward,” she says enthusiastically. “The position of a winemaker is quite flexible – you could be in the vineyards, in the office, on the road, in the cellar… The wine bubble is kind of a large family. For me, wine is like a toast to a unique occasion; it is all about people, happiness, and aptitude. And every wine is unique, so there’s always so much to learn.”
Family plays a central role in Julia’s journey: “My parents own the vineyards, my brother studied Viticulture and Oenology, and we all pitch in. My father and brother handle the cellar and vineyards, my mother manages the office and our small restaurant, and I oversee marketing and sales.” This close-knit collaboration reflects the deep connection to the land often seen in Wine Queen and Princess candidates.
Julia credits Geisenheim University for her growth. “Geisenheim is renowned for wine studies; few programs offer such specialized training. The ‘International Wine Business’ program covered viticulture, enology, marketing and sales.” This foundation proved invaluable when she competed for the Wine Princess title.
She explains, “In Germany, we have wine queens and princesses at three levels: local, regional, and national. Village-level roles focus on representation, while regional and national tiers demand advanced wine knowledge and public speaking. Only regional queens can compete for the German Wine Queen crown.”
“If you want to become a wine ambassador for a wine-growing region, the election is more intense,” she recalls. “You’re quizzed extensively on wine, and you must deliver spontaneous speeches and public wine tastings.” Her road to becoming a Wine Princess was proof of her knowledge and passion “Princesses work as a team, attending countless events, but only one is crowned queen.
To become the German Wine Queen, you must first win at the regional level. The national election includes written exams in German and English, followed by a live TV finale with blind tastings, speeches, and group tasks, up to 13 candidates compete.” Julia said, “The good thing is meeting so many different people and attending many events. We often see government officials and business contacts. You grow personally by visiting all 13 German wine-growing regions, spending three days per week exploring vineyards, trying the local cuisine, and discovering each area’s specialties.”
Julia’s story, like the Wine Queen tradition itself, offers a compelling illustration of how to develop wine knowledge and esteem in an interactive and empowering way. Maybe it is time for the world to toast this enlightening German tradition and ponder how similar initiatives could flourish in other wine-producing countries, cultivating a new generation of enthusiastic and knowledgeable wine advocates.
Cheers to that!