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Austrian Wine Marketing Board

The Austrian Wine Marketing Board (Österreich Wein Marketing GmbH) is based in Vienna, and is a national service body for the Austrian wine industry. The organisation was founded in 1986 with the aim to strategically support, coordinate and maintain quality and sales.

A picture shows the logo of the AWMB
© Austrian Wine

Its main goal for the domestic market is to strive for an increased market share of Qualitätswein (Quality Wine), along with the export of bottled quality wine, with particular focus on the continued increase in value.

The revenues of the AWMB amount annually to approximately 4 million euros in marketing contributions from the wine industry (1.1 cents per liter of harvested wine and 1.1 cents per liter of bottled wine placed on the market) and about 3.5 million euros in contributions from the states( Lower Austria, Burgenland, Styria, Vienna). In addition, the AWMB receives funding from the European Union.

The AWMB's strategy aims for a balanced marketing mix adapted to the particular markets. That means image work in terms of sales promotion and active public relations work with supportive media advertising (promotion of origin and winegrowing regions, especially in close cooperation with regional wine committees).

Subsidiaries

The Austrian Wine Institute (ÖWI Handels GmbH) is a 100% subsidiary company of the AWMB and distributes the AWMB point of sale and wine accessories through its premises in Korneuburg, and its webshop www.shop.oewi.at.

The AWMB owns a 50% share in the Austrian Wine Academy.

Distribution of Ownership

Industry (50%)
25% Chamber of Agriculture (“PRÄKO“)
25% Chambers of Commerce (WKÖ)

Local Government bodies (50%)
15% Lower Austria
15% Burgenland
10% Styria
10% Vienna

Corporate History

1920: the «Hauptverband der Weinbaubetriebe Österreichs» (Central Association of Austrian Wine Producers) was founded, as a successor organisation to the «Verein zum Schutz des österreichschen Weinbaues» (Association for Protection of Austrian Viticuture), an unknown promotional campaign for Austrian wine.

 

1936: the Central Association determined to pursue the promotion and sales of Austrian wine with, for example, the help of tasting events. The ÖWOK (Austrian Wine and Fruit Calendar) was founded as a department furnishing information free of charge. Their strategy was expressed as: ‘Quality is the best advertiser for wine’.

 

1952: the ‘Association for Austrian Wine Advertising’ was founded. They were able to achieve astonishing success with limited resources, thanks to wine tastings, participation in trade fairs, postal advertising and placards, etc.

 

1968: the ‘Association for Austrian Wine Advertising’ was disbanded. The assets at hand were transferred to the ÖWI (Austrian Wine Institute), which was founded by representatives of wine producers. The ÖWI remains to this day involved with logistics, as well as the shipping and sales of wine accessories and advertising material, etc.

 

1968–1985: the Austrian Wine Industry Fund conducted and managed advertising activities to benefit Austrian wine.

 

1985: the so-called ‘wine scandal’ made the news – although suspicions regard the activities at the root of the matter had already existed.

 

1986: at the close of the year, the Österreichische Weinmarketing Service GmbH was founded, in order to – among other tasks – help alleviate the fallout from the ‘wine scandal’. The founding partners were as follows – 51%: the Republic of Austria, 10% each: the wineproducing federal states Niederösterreich, Burgenland, Steiermark & Wien, and the remaining 9%: the Austrian Chamber of Agriculture and the Austrian Chamber of Commerce.

 

1998: the Austrian federal government opted out of the partnership, and the current corporate structure was established.

 

2009: the public presence of the Austrian Wine Marketing Board and its logo were modernised, and the exact name was changed to Österreich Wein Marketing GmbH.

 

2017: the AWMB presented a new advertising strategy, including a new publicity campaign; printed information and other advertising materials were adapted to fit the new corporate image.

1920
the «Hauptverband der Weinbaubetriebe Österreichs» (Central Association of Austrian Wine Producers) was founded, as a successor organisation to the «Verein zum Schutz des österreichschen Weinbaues» (Association for Protection of Austrian Viticuture), an unknown promotional campaign for Austrian wine.
1936
the Central Association determined to pursue the promotion and sales of Austrian wine with, for example, the help of tasting events. The ÖWOK (Austrian Wine and Fruit Calendar) was founded as a department furnishing information free of charge. Their strategy was expressed as: ‘Quality is the best advertiser for wine’.
1952
the ‘Association for Austrian Wine Advertising’ was founded. They were able to achieve astonishing success with limited resources, thanks to wine tastings, participation in trade fairs, postal advertising and placards, etc.
1968
the ‘Association for Austrian Wine Advertising’ was disbanded. The assets at hand were transferred to the ÖWI (Austrian Wine Institute), which was founded by representatives of wine producers. The ÖWI remains to this day involved with logistics, as well as the shipping and sales of wine accessories and advertising material, etc.
1968
between 1968 – 1985 the Austrian Wine Industry Fund conducted and managed advertising activities to benefit Austrian wine.
1985
the so-called ‘wine scandal’ made the news – although suspicions regard the activities at the root of the matter had already existed.
1986
at the close of the year, the Österreichische Weinmarketing Service GmbH was founded, in order to – among other tasks – help alleviate the fallout from the ‘wine scandal’. The founding partners were as follows – 51%: the Republic of Austria, 10% each: the wineproducing federal states Niederösterreich, Burgenland, Steiermark & Wien, and the remaining 9%: the Austrian Chamber of Agriculture and the Austrian Chamber of Commerce.
1998
the Austrian federal government opted out of the partnership, and the current corporate structure was established.
2009
the public presence of the Austrian Wine Marketing Board and its logo were modernised, and the exact name was changed to Österreich Wein Marketing GmbH.
2017
the AWMB presented a new advertising strategy, including a new publicity campaign; printed information and other advertising materials were adapted to fit the new corporate image.

Managing Directors

  • since 2007       Mag. Wilhelm Klinger
  • 2002-2006      Mag. Michael Thurner MBA
  • 1994-2001       Dr. Bertold Salomon
  • 1991-1993        Dr. Walter Kutscher
  • 1990                    Engelbert Prassl
  • 1986-1989       Mag. Wolfgang Lusak

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