Positioning of Wine from Austria

Question 1

Which are the so-called “Seven Element of Excitement “ applied by the Austrian Wine Marketing Board (AWMB) to present convincing arguments and to promote communication and in-depth, globale media coverage?

Answer 1

1. THE CLIMATE: the tension of opposites (dynamic tension between ripeness and freshness);
2. THE LAND: beautiful landscape, demanding soil;
3. THE GRAPES: indigenous as well as international;
4. THE CULTURE: great tradition meets the younger generation;
5. NATURE: performance with awareness;
6. VALUE FOR THE MONEY: high quality, fair prices;
7. FLAVOUR: ideal pairings, from schnitzel to sushi.

Question 2

Talking about Austrian wines identity, how the climate influence it?

Answer 2

Although Austria is at the same latitude as Burgundy, it is much more centrally located within Europe, meaning that the mild and dump Atlantic climate and the continental Pannonian one meet together, by creating warm, sunny summer and autumn days with northerly, cool nights; the key for the development of fresh, aromatic wines with good body and fine character (refreshing concentration or opulent grace).

Question 3

More or less, how big is Austria’s vineyard?

Answer 3

It covers over 46.515 hectares.

Question 4

Which is the peculiarity of Wien?

Answer 4

It is the world’s only wine producing capital city.

Question 5

Which is the Austria’s approach to organic farming?

Answer 5

Austria is the world leader in organic farming: around 23% of the agricultural area and more than 14% of all vineyards are already managed according to organic farming guidelines (sources of 2019).

Question 6

Which is the predominant harvest approach in Austria?

Answer 6

Hand harvest.

Question 7

Why Austrian wines are so friendly in terms of value for money (even if high in quality)?

Answer 7

Due to the Austrian ownership structure, based on families, and not on mass production.

Question 8

Due to their style, for which foods are suited Austrian wines?

Answer 8

Austrian wines feature a concentrated body and a climate-driven freshness which makes them an excellent match for an exceptionally varied range of cooking styles and cuisines: from Central Europe to the Mediterranean and beyond to Asian foods, and from ethnic food to fusion.
“From schnitzel to sushi”.

Question 9

What’s happened in 2014 for the Austrian Wine international reputation?

Answer 9

The 1995 “Vinothek” Riesling from Nikolaihof is the first Austrian wine to be awarded 100 Parker points.