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National Interprofessional Organisation for Vine and 5/12/2008 Comparative analysis of countries-markets regarded as competitors or considered cases of excellence Austria

Austria

Sector profile

Industry overview

Name of national wine brand from Austria

Total cultivation area 51kha

Number of / / 20,000 small wine producing estates winegrowers

Number of distinct wine producing 4 wine regions, 19 wine areas regions

Latest wine production figure 2,628khl (2007), +16.4%

Latest wine sales volume figures DOMESTIC EXPORTS

1,807khl approx. 671.3khl (2005), - (2005), +7.9%8 9.4%

2,012khl (2006- 519.5khl9 (crop 07), stable from year 2006-07)

previous year 559khl (f2007, OIV)

The industry today is highly regarded as an exceptional quality boutique player; this however has not always been the case. Aside from demonstrating excellent marketing and branding practice, the “Austrian wine miracle” is a unique example of a successful industry-driven turn-around, following a major scandal in its recent past.

The Austrian wine scandal arose in 1985 when it was made public that a number of Austrian vintners added diethylene glycol (antifreeze) to their wines to enhance their sweetness. The scandal grew at an international scale, causing what was then considered irreversible damage to the industry.

For Austria, it has taken a lot of effort to convince the international community that its wines are worth a second chance. Two decades later, following hard collective work and sincere commitment from the entire industry towards developing and

8 Domestic consumption of Austrian wine for 2005 is calculated on the basis of a 74% share on a total domestic consumption (Austrian and imported wines) of 2,442khl for the same year. 9 Forecast information for 2007 is sourced from OIV and selected actual data for 2006 and 2007 are sourced from the Austrian Statistics Office (www.statistik.at)

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safeguarding high quality, Austrian wines have revived. The remarkable increase and consistency in quality, combined with the promotion of indigenous has leveraged the Wines from Austria brand image and turned around the public’s negative perception.

Austria today boasts the wine industry’s most recent achievement: “Robert Parker’s Wine Advocate” rated 216 wines -out of more than 500 tasted- with 90 or more points, achieving "outstanding" status, while 8 wines were merited with the prestigious "extraordinary" status (96 or more points).

Vineyards in Austria cover 51,000 hectares which, for the most part, lie in the east and southeast of the country. Amongst the wines produced here, white wines unquestionably make up the larger portion: 70% of the vineyards are cultivated with 22 varieties permitted for high quality wine production. The Austrian list consists of 13 varietals.

Austria’s wine industry is extremely fragmented: there are approximately 20,000 small wine producing estates, many of which their financial existence is dependent on selling wine directly off the premises. Additionally, more than half of the winegrowing country features relatively small estates with larger wine estates (>200 hectares) being a rarity.

Most of the wine produced is consumed within the domestic market, indicating Austrians’ pride and preference for their wines.

Source: Wines from Austria

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National Interprofessional Organisation for Vine and Wine 5/12/2008 Comparative analysis of countries-markets regarded as competitors or considered cases of excellence Austria

Wine production and exports

Austria is the second smallest in the group of 11 countries selected for the purposes of this study, exceeding New Zealand’s production volumes by 80%. In terms of exports, however, New Zealand ranks higher, topping Austria’s numbers by 36%.

Wine production

The Austrian wine industry was accurately forecasted a very good wine year at 2007. Results confirmed predictions of 16,5% growth in production from 2006 and 8,1% growth in export sales as well:

Source: Based on data sourced from OIV

Industry’s commitment to low quantity and premium quality, however, has been maintaining volumes at rather stable levels.

Based on 2005 figures, 67.7% of wine production volumes in Austria is quality wine (Qualitätswein), reflecting on quality being a key element of the Wines from Austria brand. In terms of wine color, 63.6% of the production volume is white wine, with the remaining 36.4 being red and .

The breakdown by shows that production is dominated by a relatively limited set of varieties. Grüner Veltliner alone represents 34% of production volume, followed by (13.4%), Blaufrankish (6.9%), and (4.7%). Blauer Portugueser, , Muller Thurgau, , , St. Laurent and Weisser Burgunder come next with 1% - 2.5% of production.

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National Interprofessional Organisation for Vine and Wine 5/12/2008 Comparative analysis of countries-markets regarded as competitors or considered cases of excellence Austria

Wine exports

The following graph shows wine exports value evolution for Austria:

Source: Based on data sourced from Wines from Austria

Following the stagnant 2004-2006 season, provisional figures indicate a significant 28.9% year on year growth for 2007.

The following chart shows Austria’s main wine markets by volume:

Source: Based on data sourced from Wines from Austria

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With 70% share on volume, Germany dominates Austria’s exports. Claiming second position is the Czech Republic and third position is shared by the U.S.A., Netherlands and Switzerland. Germany has been the top importer of Austrian wine since 2000; in 2007, Germany bought 39.5m liters, 11.9% up from 35.3m in 2006.

In terms of value however, the shares of main markets change:

Source: Based on data sourced from Wines from Austria

Germany is still the most important market but Switzerland and the U.S.A. enjoy a much larger share. In addition, the role of Czech Republic is much smaller in terms of value, urging the thought that wine exports to this market are primarily in lower- priced wines or bulk.

With regards to pricing, average export FOB prices in !/lt for 2005 confirm the previous conclusions:

Country !/lt

UK 9.39

USA 5.74

Switzerland 5.62

Netherlands 1.53

Germany 1.10

Czech Republic 0.44

Total export average 1.22

Source: Wines from Austria

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National Interprofessional Organisation for Vine and Wine 5/12/2008 Comparative analysis of countries-markets regarded as competitors or considered cases of excellence Austria

It is important to note that Austrian wines at the moment have a “boutique” presence in the UK, with export volumes rising by 29.5% year on year in 2007. The Netherlands paint a similar picture and demonstrate even higher volume increase rates for the same year at 81.2%.

Austria’s main markets’ evolution in the following chart provides more insight in the 2006 export decrease, caused mainly by the drop in exports to the Czech Republic:

Source: Based on data sourced from Wines from Austria

The Austrian Wine Marketing Board has acknowledged the increasing significance of the US market and expressed the intention to facilitate further market development.

The Austrian bottled wine exports jumped 25% in 2007, strengthening the country's image for quality wine produced in small quantities:

Source: Based on data sourced from Wines from Austria

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Austria exported 358khl of bottled quality wine valued at !91.8m (£72.4m/$143.9) in 2007, going up from the 28.6m litres worth !69.4m (£54.7m/$109m) in 2006.

With regards to export pricing, Austrian wine was at !1.87/lt in 2007, a dramatic 54.5%up from 2006 prices. Bottled wine at !2.56/lt showed a smaller 5.7% year on year increase.

“Wines from Austria” brand stakeholders

“Wines from Austria” was established in 1986 as a reaction to the antifreeze scandal, and was aided by Austria's membership in the European Union. The organisation has driven the country’s wine industry in serious reconstructions and revisions. Wines from Austria has been established by various Austrian wine and trade organizations, both of the private and public sectors.

The Austrian Wine Marketing Board is responsible for the direction and management of the “Wines from Austria” promotional initiative. This is a public-private organization and aims at the promotion and management of the “Wines from Austria” brand and the Austrian wine industry’s products. The Board’s composition is:

• 25% of the Austrian Agriculture Chamber

• 25% of the Austrian Commerce Chamber

• 15% County of

• 15% County of

• 10% County of

• 10% County of

The projected income of the Austrian Marketing Board for 2007 is approximately !3m in marketing contributions from the wine industry and approximately !2.5m in contributions derived from the federal states.

Safeguarding the brand

The Wines from Austria site has a section dedicated on legal requirements for Austrian wine, regarding origin control, capped yields and quality control.

Wine of higher quality denominations (Qualitätswein and Prädikatswein) have to go through double testing in state laboratories: aside from the chemical analysis, wines must also get the approval from the tasting commission.

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Product portfolio analysis

Traditionally, Austria’s wine industry has used a classification system by place of origin. In the 1950s however, the German model was applied and wines became classified according to varietals and quality grades, reflecting the must sugar content.

Today, Austria’s array of distinctive indigenous varietals is promoted as a key competitive advantage, ensuring differentiation and uniqueness vs. the internationalisations heralded by new world wines.

Notably, conforming to EU legislation, Austria also introduced in 2003 the Districtus Austriae Controllatus (DAC) system for identifying , thus emphasizing the importance of and origin in wine production.

Classification system

Quality grades

Based on the Klosterneuberger Mostwaage (KMW) (German system) which measures the sugar content of the at .

Tafelwein (), Min 10.6 degrees KMW, shows “Österreich” or “Österreichischer Tafelwein”, no of origin is mentioned; and variety claims are forbidden.

Landwein Min 14 degrees KMW; made only from approved quality grape varieties and from one of the four winegrowing regions; max yields are specified; area or claims are forbidden.

Qualitätsweine (quality Min 15 degrees KMW; cultivated in one area only; limited wine) chaptilisation is allowed; the higher segment of the category is (min 17 degrees KMW).

Prädikatswein wine with Particular maturity and harvest, chaptilisation is prohibited, special attributes strict controls; several types of sweet wine are included: Spätlese, , , Eiswein, Strohwein, , .

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DAC model

Austria entered the established marketing system of the Old World countries, emphasizing origin and turning regions into brand names. Designation of origin from a wine-growing area (DAC status) is limited to a few characteristic wine types, expressing the typicality of the terroir, while all other varietals or quality grades are sold under the label of the new provincial wine-growing region names.

The criteria for types of wine are worked out by the Regional Wine Committee of the corresponding area. Wines must fulfill federal regulations for Qualitätswein and are further subjected to strict sensory control to ensure regional and varietal character expectations.

Weinviertel DAC was the herald of the new system, associated with Austria’s most celebrated varietal the Grüner Veltliner, accounting for 50% of total wine production in the region. Within the first three years of applying the DAC model, almost 2 million bottles of “ DAC” were produced and 500 wineries had complied with the necessary requirements.

Presently, there are four Austrian DAC areas, all of them positioned within the Weinland wine region: Kremstal DAC, Traisental DAC, the Weinviertel DAC and the Mittelburgenland DAC.

Wine regions

Austria’s wine industry is divided into four wine-growing areas: ‘Weinland Österreich’, ‘Steirerland’, and ‘Wien’ (Vienna), Austria's capital, which comprises 700 hectares of vineyards and ‘Bergland Österreich’ (mountain country Austria), which features mostly small vineyards.

The biggest by far wine-growing region is Weinland Österreich, accountable for 91.8% of the total vineyard. With a share of 6.7%, Steirerland is the second-biggest wine-growing region. The two remaining wine-growing regions of Wien (1.4%) and Bergland Österreich (0.04%) are significantly smaller.

It must be noted that there are several subregions, especially within the ‘Weinland Österreich’ region.

Varietals

Austrian wines are mostly dry white wines (often made from the Grüner Veltliner grape) with some dessert wines made around the Neusiedler. About 30% of the Austrian wines are red, made from Blaufränkisch and Blauer Zweigelt.

Indigenous varieties are given special attention and define Austria’s wine industry; however, noble international grapes are also cultivated.

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Austria’s main varietals are:

• Whites: , Chardonnay, Frühroter Veltliner, , Gelber Muskateller, (Gewürz)Traminer, Grauer Burgunder, Grüner Sylvaner, Grüner Veltliner, Muskat Ottonel, Neuburger, Riesling, Rivaner, (Müller-Thurgau), Rotgipfler, , Sauvignon Blanc, , Weißer Burgunder, Welschriesling and

• Reds: , Blauburgunder, Blaufr!nkisch, , Blauer , Blauer Zweigelt, , , , Roesler, and St. Laurent

Ambassador product portfolio

Despite being part of the Old World, Austria does not promote ambassador wines based on regionality/terroir but on varietal used.

The Grüner Veltliner varietal has prevailed as Austria's most important grape and wine ambassador, accounting for nearly 40% of the country’s vineyard. Almost all Grüner Veltliner is cultivated in the northeast of the country. The two DACs associated with this ambassador variety are Weinviertel and Traisental.

Austria is also world famous for its Riesling, which rather surprisingly constitutes just 2.6% of the total vineyard area. Riesling’s significance for the Austrian wine industry however reaches far beyond statistics, as it is among the varieties that helped to build and strengthen the international brand image of the Austrian wine.

There are also promising indigenous red grapes such as the Blauer Zweigelt and Blaufränkisch, which are considered as emerging ambassador varietals. The Kremstal DAC is famous for its Grüner Veltliner and Riesling, while Mittelburgenland DAC is associated with the Blaufränkish variety.

As the DAC model faces raising popularity and use, it is possible that, in the future, certain DACs could also rise as ambassadors for Austrian wine.

Wine category Brand Ambassador Varietal

Established Grüner Veltliner

Emerging Blauer Zweigelt

Blaufränkisch

Riesling

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R&D investment and innovations

The Austrian wine miracle was fuelled by the creativity, expertise and forward- thinking of a new generation of , scholars of celebrated wine academic institutions, who successfully combined tradition with technology. Austria’s wine map has been restructured to facilitate the production of small quantities of distinctive wines of unquestionable quality, made from sophisticated indigenous varietals.

The Austrian Wine Academy (www.weinakademie.at) boldly claims to be the “biggest wine school of the continent.” The academy was founded in 1991, following the premise that the higher the wine knowledge and wine culture in a society, the more likely it is to produce, have a demand for and consume quality wines. The academy offers wine seminars for people who want to know about wine at 4 competence-based levels.

With regards to R&D and innovation in the wine sector, very little information is available. The Service and Research Centre for Austrian Wine (Bundesamt für Weinbau, www.bawb.bmlfuw.gv.at) is a branch of the Agricultural-chemical Federal Institute of Vienna and is responsible for the quality testing of wine as well as a series of a research projects in the fields of , enology, microbiology and virology. However, the site does not offer any insight on a possible specific strategic direction the organization may be pursuing.

Austrian winemakers have been also investing in organic and biodynamic winegrowing. In the BioFach 2007 Wine Awards, the world’s biggest bio wine competition, 85 Austrian Wines were awarded.

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Brand strategy analysis

The Wines from Austria brand has established an image of a “small but exceptional” for the country’s wine industry, fostering associations with the country brand’s image of “small but culturally exceptional.”

The positioning of Austrian wine as a unique, natural quality product has led indeed to the highly sought after - and needed - increase in net added value.

Brand image elements

The following analysis involves the Wines from Austria endorsement brand

Brand image elements

Features Wine types: white wines prevail; reds; rosés, sparkling, sweet wines; organic Varietals: indigenous varietals dominate, some internationals also Regions and appellations: 4 main regions divided into 19 wine areas; 4 DACs Ambassador wines: (varietal-based) Grüner Veltliner, possibly emerging: Blauer Zweigelt, Blaufränkisch and Riesling; DACs might also emerge Wineries: 20,000 boutique wine-producing estates New generation of winemakers Industry’s commitment towards supreme quality and innovation Long history and tradition in Culture and heritage Local gastronomy

Attributes Boutique Distinctive Diverse Elegant Food friendly Good value Innovative Internationally acclaimed award winning and praised Memorable Modest Natural

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Sophisticated Undiscovered Unique Quality unquestionnable World-class excellent, superb

Benefits Cultural edification Discovery Enjoyment Indulgence Inspiration Prestige Relaxation

Emotional Satisfaction Accomplishment imagery Safety Status Experience The country’s scenic countryside, the traditional villages, the local culture, true character and personality of the various regions imagery

Relaxing outdoors, enjoying unique natural beauty and appreciating premium quality Appreciate local characters of Austria with others

Enjoy drinking with friends in various social occasions and in different settings which share one thing: distinct character

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Luxury, up-market, elite

Consumer Stylish young people savouring wine in enjoyable and relaxed imagery contexts, either outdoors in the vineyards, or in cellars and restaurants

Brand “Wines from Austria – A taste of culture” Natural and distinctive boutique wines which modestly convey a fresh essence culture of excellence

Related imagery

The following selected imagery is indicative of the visual elements used to express the brand:

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Identity elements analysis

Wines from Austria leverage the “wine producing heritage” and “cultural” attributes in order to convey their brand image.

The signature is characterized by the usage of the word “culture”, the small music notes inside the bottle and finally the white and red colored cork that is reminiscent of the Austrian flag colorization. All the above are linking the wine brand to the core elements the Austrian country brand.

The word “culture” connotes products with rich history and an exquisite past. “Culture” as a word best carries the notion of something that is refined, significant and important. To “taste”, which is in this context very remeniscent of the process of sampling wine, is used to create the powerful tagline that identifies both

• Austrian wine as a cultural element on its own right

• Austrian wine as a gateway for enjoying and experiencing (i.e. “tasting”) Austrian culture.

The bottle icon in the Austrian wines signature strengthens further the cultural and national elements of Austria within the Wines of Austria signature. As mentioned above, the music notes inside the bottle-icon link to Austria’s rich music background, Austria being the country were the great classical music composers Wolfgang Amadeus Mozart, Ludwig van Beethoven and Johann Strauss II were born. In this way, wine and music associations re-enforce the cultural element of the wine brand, and endorse the brand’s tagline.

Additionally, the white and red colored cork icon, reminiscent of the Austrian flag, is used to present wine as a key element of Austria’s national identity. Highlighting the national emblem in the brand signature indicates a sense of national pride and ensures that the initiative is nation-wide and supported by the entire industry.

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Ambassador portfolio brand image

Ambassador wine varietals Brand image

Established Grüner Veltliner Austria’s secret weapon International sensation Perfectly reflects on terroir Truly optimal food companion One of a kind Important for Austria Quality Internationally renowned Austrian wine representative Diversified Flavorful and fruity

Emerging Blauer Zweigelt Seductive charm Makes quite an impression An ideal food companion Fruity Diversified Already an Austrian classic Earns the impression Fruity and aromatic Perfect food companion

Blaufränkisch Fruity So magnificent First-class complex wines Multilayered and concentrated wines

Riesling Elegant

Most noble of all white wines Carries the character of the terroir

Among the best in the world World’s finest wines

Fruity aroma and taste Lead Austrian wine industry to stardom

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Marketing strategy analysis

Overview

Wines from Austria marketing strategy activities have been orchestrated towards overcoming the industry’s bad reputation and repositioning Austrian wines in the quality segment. However, no strategic or operational document is available.

In terms of geographical targeting, and judging from marketing activity focus, USA will be enjoying full attention at least for the short-term planning.

In terms of retail pricing, the following average price points have been registered for 2007 in the top 8 international country-markets, identified by the Attractiveness vs Competitiveness study- and the Greek market. Higher average prices are registered for USA and the UK, while lower average prices are registered for Germany. However, it should be noted that Austria has a negligible share on sales in most countries, as expected, due to limited exports.

Source: Based on data taken from IWSR individual country reports on SLW consumption (USA 2007, UK 2007, Germany 2007, Belgium 2007, Netherlands 2007, China 2007, Russia 2007, Canada 2007)

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Marketing communications

Internal marketing

The Austrian wine industry’s cohesion and alignment was the driving force behind the Austrian wine miracle. This was achieved through several initiatives which were aimed at diffusing knowledge, information and insight to the members of the industry.

Today, by accessing a password-protected area within the official Wines from Austria website, winemakers can download reports concerning the industry, market research findings, etc. The annual report of the Austrian wine industry is available publicly from the site, presenting an overview of the industry, legislatory issues, harvest and trade data and more.

Bacchus Prize

The Bacchus Prize, established in 1971, is an award that the Austrian Wine Growers Association has been awarding to professionals offering outstanding services to the Austrian wine industry.

Wines from Austria website

The Wines of Austria website has a dual role and character. The site provides information and data of the Austrian wine industry for the global consumer while also supports the Austrian wine industry to stay update and informed with statistics, reports and trends.

The website is available in four languages, namely Austrian, English, Japanese and Russian. This reveals the strong consumer orientation of the site. This effort to raise

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awareness for the Wines from Austria brand in the global wine arena indicates the importance of exports and international trade for the Austrian wine industry.

The website features both promotional and informative characters, thus being

• Insightful: the site presents all Austrian wineries and wine associations with their full contact details and useful information on how to get to them, as well as an evaluation of Austrian wine , the Austrian wine legislatory documents and the industry’s annual reports

• Informative in terms of promotional actions: the site features an events calendar and press releases on various wine-related issues, lists of awards to Austrian wines etc.

• Interesting: the site offers picture download through its image library

• Promotional: the site also offers various promotional tools such as Wines from Austria merchandized products, quizzes, presentations etc.

Adventure tour

Adventure tour is an edutainment tool aiming at providing insight on the unique character of Wines from Austria, and making the consumer familiar with the varietals and regions associated with them. The adventure tour is thematically segmented in five sections in order to facilitate the consumers experience by suggesting locations, food-wine matches etc:

• Take the tour, suggests trips around Austria in which a traveler can undertake wine activities, such as wine tastings or visits to famous wine bars.

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• Austrian wine adventure tour quizzes, which test the consumer’s familiarity with Austrian wine brand, and therefore turning him/her into an Austrian wines “aficionado.”

• Teacher’s toys, is a promotional action which with useful educational tools like printable overhead transparencies, maps, a PowerPoint presentation, and a seminar script all fit the needs of wine educators wishing to give seminars on Austrian wine

• Wine rap, a sound sampler which is helping the consumer to pronounce the Austrian wine varietals correctly.

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• Food and wine, an interactive marketing tool that the consumer-website user can mix and match the types of foods and wines and he/she check what the best combinations for every meal or wine are

Awards

International competition Awards, Parker’s ratings, reviews are all presented through the official website, in an effort to promote the Wines from Austria image as of premium world-class quality.

Wines from Austria e-shop

The shop offers an array of wine-related products. Some of the products offered are endorsed by the national wine brand and others are not. From corks and cork openers to wine bags, books and even vino safes, these products leverage the

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enjoyment of wine and enhance Wines from Austria brand awareness in the consumer’s mind.

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Marketing materials

Austria uses a broad array of supplementary marketing material such as informational brochures on regions and varietals of the country, regional maps as well as promotional material such drop stoppers, pins etc.

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Events

Wines from Austria participates in an array of events such as trade shows, wine tastings, exhibitions competitions, conferences fairs etc. Activities seem to be focusing on developing the US market within the following years. Events and PR activities are targeting the wine opinion-leading elite such as chefs, wine critics and journalists, thus promoting the brand’s world-class image.

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To this end, the AWMB held in October 2007 a high-impact PR presentation in New York, celebrating the Austrian national holiday with a series of integrated yet distinct special events. These included a journalists’ salon dressed in a “Modern Austrian Cuisine with Austrian Wine” theme; a wine architecture exhibition; an “Austrian lunch” joint event, in collaboration with the Wine Spectator; a top chefs dinner, where Austrian (and other wines) were paired with dishes.

Sommeliers’ Tasting Council Honors Grüner Veltliner

Case study: Leveraging experts international influence on consumers

S4C (sommeliers for Consumers) council is a forum uniting 14 of the world’s greatest sommeliers, amongst whom Gérard Basset, Master & Master of Wine, Olivier Poussier, Best Sommelier of the World 2000, Markus del Monego, Best Sommelier of the World 1998, and Isa Bal, Best Sommelier of Europe 2008. Blind tasting events are organised and S4C members comment on several hundreds of wines each time; their objective is to provide producers and consumers with an objective reference point.

The first blind tasting session held in April 2008 honored Austria's Grüner Veltliner S4C, and sommeliers tried over 600 labels, many of which scored more than 90 out of 100 points. Their reviews are published in the S4C magazine, also downloadable from their website. Even though it was not explicitly stated, the selection of Grüner Veltliner over other varietals for this first S4C session seems to have been supported by Wines from Austria. The initiative aimed at forging strong relations with the industry’s opinion-leading professionals, leveraging the international image of Austria’s ambassador variety, and proclaiming Austrian winemakers’ world-class status and unquestionable quality achievements.

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Wine and Tourism

The Wines from Austria site does not actively promote enotourism, though it does provide detailed information on wine regions along with lists and contact details of its wine-growers. Through the site’s «search & service» section, the interested public can find links to Austria’s tourism site, which offers an entire area dedicated to Wine & Gourmet Options under the section «Dream Vacations»:

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National Interprofessional Organisation for Vine and Wine 5/12/2008 Comparative analysis of countries-markets regarded as competitors or considered cases of excellence Austria

Wine & Architecture

Further enhancing the visitor’s enotourism experience, Austrian viniculture has today created a regional architectural identity10 unsurpassed at an international level. This was achieved through a great number of high-quality projects that have been completed over the past 20 years: Austrian vintners have entered into an extraordinarily widespread and successful alliance with contemporary architecture.

With its 2005 exhibition "WeinArchitektur. Vom Keller zum Kult," Architekturzentrum Wien proclaimed a new Austrian "Silicon Valley of Wine." Vinification has moved out of garages between Gols and Gamlitz; now, elegant exposed-concrete structures and well-designed wooden stalls set the stage for the creation and optimized production of fine wines, for stylish wine-tastings and lively discussion.

10 Source: http://austrianconsulate-la.com/newsletter/issue10/interior.php?article=149

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