Why are more consumers seeking out Austrian wine?

The world of Austrian wine is evolving, driven by younger generations' emphasis on innovation and environmental awareness. The post Why are more consumers seeking out Austrian wine? appeared first on The Drinks Business.

Feb 12, 2025 - 14:48
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Why are more consumers seeking out Austrian wine?

The world of Austrian wine is evolving, driven by younger generations' emphasis on innovation and environmental awareness.

Austria Wine It's a remarkable success story: since 1998, the export value of Austrian wine has increased sevenfold, reaching €238 million in 2023. While the growing interest towards the country's wines worldwide has become undeniable, Austrian wine owes its success to seven elements of engagement: climate, land, grapes, culture, environment, value for money and, of course, flavour. The most important factor, the climate, is in the transitional zone between the mild, damp Atlantic climate and the continental Pannonian climate, the latter bringing much greater temperature variations. Summer and autumn are characterised by warm, sunny days and cool nights with northerly winds, which is the key factor for developing aromatic wines that combine freshness, a good body, and a fine character. Austrian wine-growing regions cover more than 44,500 hectares of land and 18 DAC (Districtus Austriae Controllatus) vineyard classifications. The diversity of Austria’s soils is a key factor behind the wines individuality, which allows varieties like Riesling, Sauvignon Blanc, Gelber Muskateller, Grüner Veltliner, Pinot Blanc, Chardonnay, Pinot Noir, Merlot and Cabernet to flourish. At the same time, wine enthusiasts worldwide are discovering the country's rarities, such as Zierfandler (Spätrot), Rotgipfler, Roter Veltliner, Neuburger and Wiener Gemischter Satz, as well as Austria’s typical red wines produced from Zweigelt (Rotburger), Blaufränkisch and Sankt Laurent. While many producers in Austria rely on ancient traditions, the country has also become known for its modern wine-making methods. Today’s young winegrowers are building on traditional knowledge and combining it with their experience in viticultural schools and wineries worldwide to bring innovation and environmental awareness into the industry. As a result, environmental protection, water purity, healthy and GMO-free food, biodiversity, and the efficient use of energy and materials are all high on the country's agenda. Austria's wine industry is dominated mainly by family-run estates that emphasise artisanal production methods. The wines produced in Austria provide excellent value across various price ranges. Many Austrian wineries that have gained recognition beyond their domestic market offer wines priced between €10-€20, yet the quality of these wines rivals that of higher-priced options available internationally. Premium Austrian wines that have earned a global reputation also represent great value for money. Austrian wines have a concentrated body and climate-driven freshness, making them an excellent match for various cooking styles and cuisines, including Central European, Mediterranean, Asian, ethnic foods, and fusion cooking. The Austrian Wine Annual Report 2024 The Austrian Wine Marketing Board, known as Austrian Wine, was established in 1986 in Vienna to strategically support, coordinate, and maintain the quality and sales of Austrian wine and the industry. The board aims to maintain Austrian wine's high share of the domestic market while growing wine exports with a focus on value creation. In 2024, Austrian wine export sales figures stayed the same, with only a 0.1% decrease. While total wine sales in Austria experienced a 2.6% general decline, domestic wines remained relatively stable, with only 0.5%-1% less sales between October 2023 and September 2024. The year was marked by new trends in consumer behaviour, including growth for alcohol-free and low-alcohol wines, to which Austrian Wine responded with targeted promotional initiatives and laid the groundwork for future developments. In 2024, Austrian Wine organised 148 events in 59 countries worldwide, including 61 masterclasses, seminars, and tastings in 13 countries. The marketing board presented 6,122 wines from 980 Austrian wineries at these events, showcasing the country's versatility. The most important international retail stage for Austrian wines, VieVinum, reached a record-breaking audience, with 1,200 wine experts worldwide and 500 producers present. Austrian Wine also attended multiple industry fairs in 2024, including ProWein in Düsseldorf and Shanghai, Millésime Bio, and Vinexpo Paris, and hosted tastings in Germany, Switzerland, the US, the UK, Canada, and China. In total, the fairs brought 5,406 Austrian wines to the lips of consumers and industry professionals. In 2025, Austrian Wine aims to target its growing markets in Canada and the Nordic countries of Norway, Sweden, Denmark, and Finland. The board also surveyed 20-35-year-olds in 2024 to understand better the growing interest and demand for the no-and-low wine market and the younger generation's preferences. From this year, Austrian Wine will use the collected data to plan targeted promotional initiatives. Austrian Tasting London 2025 Austrian Wine is hosting a tasting on 25 February 2025 at Illuminate at the London Science Museum in South Kensington. From 10am-5pm, attendees can explore more than 600 wines from around 100 wineries and meet producers with a presence in the UK and those looking to enter the market. One of the highlights of the day is the masterclass area, where visitors can attend seminars diving into the world of Austrian wines and regions. Registrations for the event are now open on the Austrian Wine website.