Archive 2005
The Marvel of Austrian Wine
(AWMB/September 2005) - Austria´s wine industry
has undergone a highly impressive turnaround over the last two decades.
The strictest wine law in the world, together with an innovative generation
of winemakers, has established for Austrian wine a strong position in
the home market as well as the highest export figures in decades. This
development is highly acknowleged around the world – to the point
that Austria actually has become the envy of many other wine countries.
In fact, Austria is indeed one of the most innovative and dynamic wine
countries anywhere.
At the center of it all: the toughest wine law
The introduction of one
of the most rigorous wine laws in the world – which
took place following the 1985 wine scandal - laid the foundation of change
for Austria´s wine industry. In principle, this new wine law states
that anything not explicitly permitted - is not allowed. "These
rigorous legal fundamentals provide clear guidelines for our winemakers.
I don´t know of any other country whose wine law is so strongly
regulated officially,” says Michael Thurner, director of the Austrian
Wine Marketing Board. "Even new methods of wine production that
have come about with the international wine boom must undergo discussion
here in Austria. These methods may be practiced in other countries, but
here in Austria, most of them must be tested - and only under close,
careful supervision."
Quality - the highest principle
Representing just one percent of the
world’s wine production,
Austria is considered to be somewhat of a “wine dwarf” internationally.
In fact, one year’s total of the world wine surplus is equivalent
to 15 – 20 times the amount of wine produced from a single Austrian
harvest!
Because of the dramatic effects of the wine scandal, it became clear to the wine industry that only concentration on quality could dominate the future strategies of Austrian winemakers. Today, the new generation of producers is highly educated and has gained international experience. And their success is furthered by factors including investment in modern cellar equipment and the knowledge that quality begins in the vineyard.
Together with this dynamic development is the change in consumer attitudes that has added significantly to the popularity of Austrian wine. "The consumer values quality and is willing to pay more money for it,” says Thurner. "To know about wine is very impressive now, and with this, the Austrians are extremely patriotic."
International success confirmed
In 2004, Austria’s vintners achieved
for their exports the highest-ever recorded value. Even though the export
volume of Austrian wines was down by 11%, the actual value showed a significant
increase of 20%. All in all, 73 million liters of wine with a value of € 83
million were exported.
Particularly noteworthy was the increase in exports of bottled quality wine. Although Austrian wine is considered a niche product - due to the size and structure of the country’s wine industry – it is nevertheless placed by international journalists, wine traders and sommeliers in the league of the world’s best wines.
The support of professional marketing
Since 1986, the Austrian Wine
Marketing Board has been supporting and coordinating strategic efforts
relating to the quality and sales of Austrian wine. Nationally, the aim
is to dominate the quality wine market segments. Abroad, wine presentations
organised by the AWMB offer a professional platform for showing the wines
as well as an opportunity for Austrian winemakers to establish important
contacts.
Through intensive contact with opinion leaders, the AWMB supports export efforts on a broad scale. For example, in 2004, the marketing board arranged visits to Austria´s wine growing areas by more than 700 international top wine professionals. Other activities include cooperation in training, such as with the Institute of Masters of Wine, which is, without a doubt, the most renowned wine training institution in the world.
"With this cooperation, we help to facilitate the close association between the world’s most important opinion leader and wine from Austria,” Thurner explains. “From this, we can anticipate even longer-lasting image and export success!"
For more information:
>>> World wine production
>>> Export
statistics 2003-2004
>>> Export
chart 2000-2004
>>> Press
quotes, international
Press information / September 2005
AWMB Susanne Staggl / Michael Thurner
Tel. (0043-1) 503 92 67
Mobile: (0043-664) 3903 707
E-Mail: info@winesfromaustria.com
