After a Lengthy Discussion, an Ideal Solution Name Change: Austria ’s Donauland to Become Wagram

July 31, 2007 - Since 1995, Austria’s Donauland wine-growing area has comprised two sub-areas: Wagram (2,450 hectares) north of the Danube river, and Klosterneuburg (350 hectares, which includes Tulln and Atzenbrugg) south of the Danube. The differing climatic and geological characteristics of each of these sub-areas, however, made the creation of a centralized identity very difficult. Moreover, as the quality-focus of many Wagram wineries continually increased, the desire for an independent wine-growing area grew along with it. Therefore, in order to avoid a splintering of this unique Austrian wine landscape, the decision to change the name of the entire area from Donauland to Wagram has been taken. Additionally, within Wagram, the locations south of the Danube – Klosterneuburg, Tulln and Atzenbrugg – will comprise the independent appellation (Großlage) of Klosterneuburg in order to maintain the significance of this important area.

No Further "Atomization" of the Wine-Growing Areas

: Wagram Logo, © ÖWM

The official formation of the Donauland wine-growing area in 1993 and 1995 was a kind of temporary, political construct that provided a comprehensive identity to a group of vaguely-aligned wine-growing areas. Yet, even though the Donauland actually had been in existence long before this move, the area still remained barely known.
"The strong desire to create the independent wine-growing area of Wagram was very understandable,” says Josef Pleil, president of the Austrian Viniculture Association. “But any splintering of the Austrian wine landscape had to be avoided. So, with the change of the entire area’s name to Wagram, and the creation of the “Großlage”, Klosterneuburg, a sensible solution favourable to all parties has been found." The new appellation becomes officially valid with the 2007 vintage.

Quality-Explosion Strengthens the Name and Reputation of Wagram

The Donauland wine-growing area had hitherto been difficult to define geographically, not only within Austria, but also in Europe. This underscores an important point: When it comes to marketing a product, weak messages are inevitably a competitive disadvantage.
"Because of the rise in quality of many leading area wineries, the Wagram designation of origin can develop more and more into a known brand, one which can be used by all of the area’s winemakers," states Willi Klinger, manager of the Austrian Wine Marketing Board. The re-naming of the area also can support the regional economy synergistically, for example, with tourism, which can allow for the better integration of Wagram wine. Preservation of the new Großlage south of the Danube, Klosterneuburg, underscores and even should strengthen this area’s profile. Grüner Veltliner and another important grape, Roter Veltliner, are the leading Wagram varietals. A wide range of other successful quality wine varieties should be increased and marketed under the origin Niederösterreich.

Wagram - Grüner Veltliner’s Lust for Loess

The Wagram area lies on the northern banks of the Danube river. Its strength and uniqueness in Europe are its unique slopes of loess “steps” that extend to the Danube plain in the south which offer an ideal terroir for Grüner Veltliner. "The Wagram area developed in recent years mainly because of the success of many of its wineries and a newly found self-confidence,” explains an enthusiastic Leopold Blauensteiner, head of the Wagram Regional Wine Committee and long devoted to the Wagram wine-growing area. “And it has experienced a fundamental change which will bring even more motivation – a wine-growing area of the same name. We want to mediate a unique spirit of life here with a combination of travel, eating, drinking, culture, enjoyment and the experience of an undisturbed cultural landscape."

Klosterneuburg: Wine - Pleasure - Culture

Preserving the individuality of the Klosterneuburg appellation is a crucial part of the new Wagram wine-growing area. Beginning with the 2007 harvest, wineries from Klosterneuburg, Tulln and Atzenbrugg have the option of printing the name Klosterneuburg on their bottle labels, using either Wagram or Niederösterreich (Lower Austria) as name of origin. Says Leopold Kerbl, head of the Klosterneuburg Regional Wine Committee: "We would like that the entire area from Klosterneuburg to Atzenbrugg be established even more strongly as a high-quality Buschenschank region. The new possibility of using the Klosterneuburg denomination will support us in building up the area’s image and will help with the tourism aspect as well.”