Yet her career path was not obvious. Growing up in Berlin, she discovered a passion for wine early on and began collecting wines as a teenager. Even then, she admits, her interest was less in the contents of the bottles than in the labels and packaging. At one point, Schumann wavered between studying art and doing an apprenticeship in winegrowing. In the end, she decided to study viticulture and enology. She then worked as a winemaker for many years before taking the bold step of running her own business.
In April 2018, she was joined by Melanie Panitzke, an award-winning sommelier at top restaurants. "A good wine doesn't have to be complex and expensive, with people sitting around analyzing it. Our wines should be for drinking and having fun," says Panitzke, explaining their winemaking philosophy.
Both women care not only about what the bottles contain, but also about how they look. Bettina now designs the fun labels and boxes herself. And the red lady's shoe label reflects her love of red shoes, as does her name: Schumann is German for shoemaker. Instead of identifying the wines by location, the labels have witty puns that are a mix of French and German. But she insists: "Wineries are also about tradition; you should never forget where your roots are." No wonder the wine from her start-up in the Kaiserstuhl region of Southwest Germany is on trend in Berlin's hip bars.