The New Generation - Austria a wine growing country on its way to a successful future
Wine estates and wine farms share an old tradition – as old as the wine that´s produced at them. A relatively new phenomenon, however, is to make them the subject of architecture, a trend that goes hand in hand with the changing demands of a new, innovative generation of wine growers.
An ideal work place guarantees a smooth process, from taking in the grapes at harvest to the wine production and, finally, to the bottling of the wine. In this procedure, international influences have been brought in by wine-growers who´ve spent time abroad. It has become good practice for wine-growing businesses to make possible work experience or courses for their family members or descendants anywhere in the world. In contrast, in the 1980s, it was still regarded as extraordinary if young wine-growers worked abroad. As with their fathers, they had dedicated most of their time to building up their estates, therefore - for them - trips were limited to short stays in other European wine growing regions.
At the end of the 1980s, the picture began to change. In experimental trials, international grape varieties were planted in Austria, which set in motion the success story of wines such as Chardonnay or Cabernet. In the vineyards, wine-growers restricted themselves to lesser quantities but higher quality with intensive foliage treatment and thinning out of the grapes. Also, pioneers in biological and biodynamical wine-growing came to the fore. Modern methods of wine maturing spread and investments were made into new wine cellars: temperature-controlled, computerised steel tanks gained more and more ground next to the traditional wooden casks. At the same time, courageous wine-growers began experimenting with ageing their wines in small barriques. This combination of tradition and new technology has since become standard procedure, and has increasingly influenced the character of wines – mainly in a positive fashion.
The new generation of wine-growers is characterised by their interest in international know-how, their spirit of innovation and, above all, their thirst for knowledge. It is not uncommon for them to study at renowned wine-growing schools, such as Klosterneuburg, Krems or Silberberg, or even to earn a degree in wine-growing at institutions such as Geisenheim, Montpellier, Bordeaux, or Davis. And it suffices to say that there are many countries in which the new generation may acquire work experience or gain insight. To ensure continued success, subjects such as vineyard management, cellar technology, marketing and PR are compulsory.
At most of the wine estates today, tasks are distributed differently from how they were in the past. Many of those running the businesses – often still young in years – look after the basic quality control in the vineyards. Also, in the case of transferring management of the wine estate, this often occurs so swiftly that pensioners who are still young at heart, fully retire from their former businesses and find themselves new activities. In many cases, however, old and young work together successfully, and the experience of the older generations combined with the innovative spirit of the younger ones creates interesting results.
This co-operation - of people and methods - is something that distinguishes Austria from several other wine producing countries. Here, the awareness of the true individuality of a wine region and the unique identity of the wines are given priority over internationalisation trends. Native grapes, such as Grüner Veltliner, Zweigelt and Blaufränkisch, are loaded with distinct character and personality – and still widely planted. All the above factors bear fruit especially through the variety of the wines - from elegant, fruity whites to rich, robust reds, as well as the outstanding sweet wines that are sought after all over the world.
