Wine Country Austria

INTRODUCTION

CLIMATE & SOILS

POSITIONING

PRODUCT SEGMENTATION & ORIGIN

Austria is not Australia!!!

Austria is in the heart of Europe

Today a small but successful nation

Once the Habsburg Empire

Sissi Gong Zhu

Austrians love music

New Year‘s Concert

Architecture

Austrians love skiing

Austrians are fun

Relaxing Hotels

Magnificent Restaurants

Austria has great food!

Sachertorte

Austrians are sweet!

We respect our environment

We love our clean water

Even more we love our wine

We grow some of the best wines in the world…

…but unfortunately in rather small quantity!

CLIMATE & SOILS

Cool Climate Viticulture

• continental pannonian

• mediterranean

• cool northern airstreams

Austria has a unique climate: hot & cool

Wine is grown in the East

Rocky soils along the Danube

Loess soils along the Danube & Weinviertel

Kamptal

Steiermark

Volcanic Soils

Clay and Sand in Burgenland

Limestone in the South and East

POSITIONING

• Production: 250 Mio Liters

• Consumption: 250 Mio Liters

• Import: 50 – 70 Mio Liters

• Export: 50 – 70 Mio Liters

Basic Data

Austria

• authentic • hand-made• families • individual• natural

World trend• commercial• industrialized• big companies• uniform• technical

Austria makes authentic wines

Sustainability

• Austrian Agriculture: 16% organic

• Organic wine: 10%

• Maximum yield: 67,5 hl/ha = 9.000 kg

Tradition

Culture

Experience

• Great potential of young winemakers• High professional level• Excellent wine schools• International experience• New winemakers are good tasters• Quality boost• Organic boom & new architecture

Austria has a dynamic & innovative winscene

PRODUCT SEGMENTATION

1. GRAPE VARIETY

Ideal Conditions for International Grapes

• Riesling• Sauvignon Blanc• Muskateller• Pinot Blanc• Chardonnay• Pinot Noir• etc.

Unique Indigenous Grapes

• Grüner Veltliner• Welschriesling• Zierfandler/Rotgipfler• Zweigelt• Blaufränkisch• St. Laurent• Blauer Wildbacher• etc.

Grüner Veltliner is Austria‘s Flagship

• 33% of Austria‘s vineyards are planted with Grüner Veltliner

• Riesling:- Austria total: 3,8%

Grüner Veltliner & Riesling along the Danube

Wachau

Kremstal

Kamptal

Wagram & Traisental

Weinviertel – Veltliner Land

More red wine is grown in the East

Blauer Zweigelt

• Blaufränkisch x St.Laurent

• Zweigelt is Austria‘s most important red grape variety

• 12 % of the total production

Carnuntum

Burgenland: Neusiedlersee

Blaufränkisch

• Unique concentration

• Fine bouquet

• Great potential

• 6,5 % of total production

Burgenland: Leithaberg

Mittelburgenland

Noble Sweet Wines around the Lake

Burgenland‘s Great Lake: Neusiedlersee

Botrytis – Noble Rot

Eiswein

Austria‘s Liquid Gold

Aromatic and focused wines from a unique Terroir

Steiermark – A Great Terroir

Steiermark – The Sauvignon Country

• Welschriesling

• Muskateller

• Pinot Blanc/Gris

• Chardonnay

• Traminer

• Blauer Wildbacher

Steiermark – „Austria‘s Tuscany“

Vienna – World City of Wine

• The only capital in the world with significant winegrowing: 700 hectares

• Field Blend: Gemischter Satz

Vienna – World City of Wine

PRODUCT SEGMENTATION

2. BRAND

Austria Australia

50.000 ha 164.000 ha

6.000+ bottling estates 2.200 bottling estates

Structure of Estates

+ 70 collective Austrian Brands

PRODUCT SEGMENTATION

3. ORIGINS

Quality Wine– Original bottlings with seal

Info Homepage

SPEAKS ALL LANGUAGES

Taste Culture