Austrian Wine Annual Report 2024
Preserving and shaping wine culture

In 2024, Austrian Wine organised a total of 148 events at which they presented 6,122 different wines from 980 Austrian wineries (a selection of which can be found here). Most of the events took place abroad, because for many years now, exports have played a key strategic role within the Austrian wine industry.
More than 1,200 wine experts attended a record-breaking VieVinum
One of the most important stages for Austrian wines in terms of international retail is the wine fair VieVinum, which reached record-breaking proportions in 2024. Austrian Wine brought over 1,200 international wine experts to the trade fair – the highest number ever. Over the space of three days, these visitors tasted wines from more than 500 producers.
The tremendous enthusiasm for VieVinum is also testimony to the important role that Austrian wine plays around the world. The very promising markets of Canada and the Nordics (Norway, Sweden, Denmark and Finland), where Austrian wine is in high demand, are particularly worthy of note.
Over 5,400 wines showcased internationally
While VieVinum was the most important export-promoting event, Austrian Wine was also involved in other international events in 2024. hese included major wine fairs, such as ProWein in Düsseldorf, ProWine in Shanghai, Millésime Bio and Vinexpo Paris, which were attended by a total of more than 300 Austrian wineries. Austrian Wine also organised their own activities, including tastings in Germany, Switzerland, the USA, the UK, Canada and China. The above initiatives enabled a total of 5,406 Austrian wines to be presented. Throughout the year, Austrian Wine also worked together with dozens of retailers and media companies to ensure that Austrian wine is represented on the shelves and in news feeds in all four corners of the world.

Slight dip in exports expected after the record year 2023
The export curve of Austrian wine has been rising for many years. Particularly strong growth was recorded in 2023, when the export value reached a total of €248 million. This record was mainly driven by one-off high bottle sales to Germany. However, this momentum could not be maintained in the first three quarters of 2024. The total export value sank 5.1%, while the export volume stayed pretty much the same (-0.1%). It is expected that the total export value for 2024 will drop slightly below the 2023 figures, while still remaining above those of 2022.
Notable growth in the first three quarters of 2024 has been recorded in markets such as Canada and the Nordics. This compensates for the figures in flagging export markets and brings hope that exports will soon enjoy an overall recovery.
The domestic market: drop in sales primarily affects foreign wines
Austria’s domestic market was marked by an overall subdued consumer sentiment in 2024, which was also felt by the wine sector. At the time of going to press, the figures in the Annual Report showed that between October 2023 and September 2024, the multiple grocer segment sold 2.6% less wine compared to the previous year, with revenue falling by 0.9%. This downturn was primarily accounted for by foreign wines (‑5.8% volume, -2.3% revenue), while Austrian wines remained relatively stable (-1.0% and -0.5% respectively).
The Austrian catering industry, especially restaurants specialising in traditional, home-style cuisine, still finds itself in a particularly difficult situation. Although on-trade wine sales rose again after the coronavirus pandemic, they have still not returned to where they were in 2019. This led Austrian Wine to launch a major campaign in August 2024 to drive the consumption of Austrian wine in the country’s bars and restaurants.

Spotlight on trends and future directions
2024 was a year marked by new trends in consumer behaviour, to which Austrian Wine responded with targeted promotional initiatives. For example, the fall in the consumption of red wine was counteracted by advertising in assorted media, as well as in the retail and on-trade sectors. There was also increasing demand for alcohol-free and low-alcohol wines in 2024. In response, Austrian Wine laid the groundwork for presenting these types of wine at their events in the future. There is particularly high demand for no-low wines among younger consumers. To gain a better understanding of what this market segment thinks about wine, Austrian Wine carried out a representative survey of 20- to 35-year-olds. The findings will be fed into the planning process for promotional initiatives aimed at this target market from 2025 onwards.
Links & Downloads
- Austrian Wine Annual Report 2024 (available only in German)
- Press photos (JPG)
- Press release as PDF
About Austrian Wine
The Austrian Wine Marketing Board (Austrian Wine), based in Vienna, is a national service body for the Austrian wine industry. It was founded in 1986 with the aim of strategically supporting, coordinating and maintaining quality and sales. The company’s goal is to maintain the high share of Austrian wine on the domestic market. At the same time, it is also aiming to grow wine exports with a focus on value creation.
Austrian Wine Marketing Board

CEO
Mr Chris Yorke
Press information & Contact
Mr Georg Schullian
Teamleader Press, PR & Corporate Design
Ms Sabine Bauer-Wolf
Head of Communications
T: +43 1 503 92 67-30
communications@austrianwine.com