Archive 2005
AWM Brings International Wine Elite to Austria
Second Master of Wine course in Rust
(AWMB, January 2005) - For wine as for everything else, knowledge is the basis of every qualitative decision. The internationally most widely recognized wine qualification is awarded by the Institute of Masters of Wine (IWM) in London after a training course lasting several years. In 2004, a contract of cooperation between the IWM and the Austrian Wine Marketing Board (AWMB) made it possible to follow this course in Austria. The Austrian Wine Academy (AWA) coordinates the training and supervises 37 future Masters of Wine from around the world and their appreciation of Austrian wines. For the country’s wine industry, this is a significant investment in future recognition and export successes.
Bildlegende: Josef
Schuller MW (l), Patrick McGrath, Michael Thurner (r)
Foto-Download: 300
dpi (684 kb)
Investment in wine training as strategic positioning
During the last years, Austria’s wine industry has approached its export markets mainly through presentations, cooperation with restaurants and trade, and intensive media campaigns. The successes in the media and the export numbers during this period confirm this strategy. Another part in this comprehensive marketing approach is the investment in the training of future opinion formers and wine experts. The British Institute of Masters of Wine is the world’s foremost wine elite training centre. “The training for the Master of Wine is certainly the most comprehensive and perhaps the most difficult in the world. At the moment, only about 250 people are allowed to put the coveted initials behind their name,” says Josef Schuller MW, Chairman of the Austrian Wine Academy and himself Austria’s only Master of Wine.
Austrian wine for the world’s opinion makers
For the second year running, the Austrian Wine Marketing Board has supported
the Institute of Masters of Wine as Major Supporter. Focus of this cooperation
is the offering of Masters of Wine courses in Austria. In addition, both
institutions together offer presentations at trade fairs, wine trips
and seminars for students. “With this cooperation, we have brought
Austrian wines to the attention of the wine world’s most important
opinion formers. Eventually, this will result in long-term image and
export gains,” enthuses AWMB director Michael Thurner. The courses
and trips are organized by the AWA in Rust, Burgenland. Students and
lecturers alike made use of this service. “Austria has made itself
a reputation as an innovative and dynamic wine country,” says Patrick
McGrath, the new IMW chairman on a recent trip to the Austrian Wine Academy. “The
Austrian Wine Marketing Service is a partner who supports and furthers
our striving for quality of training.”
This week, 37 future Masters of Wine are studying at the AWA in Rust. They
will also benefit from a comprehensive offer of accompanying services and informational
trips.
Press Information/January 2005
AWMB/Susanne Staggl
phone.: +43 1 503 92 67
fax: +43 1 503 92 68
E-Mail: s.staggl@weinausoesterreich.at
