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Austrian Wine ramps up sales in the USA & UK

Over the past few weeks, the Austrian Wine Marketing Board (Austrian Wine) has increased the sales of Austrian wine in the USA and UK thanks to its biggest retail campaign there in years. More than 150 wine retailers advertised their wares with the slogan “It‘s Austrian Wine Time” and enjoyed a significant boost in sales. The best advertising concepts were awarded by Austrian Wine.

A picture shows the logo "Austrian Wine Time".
Logo „Austrian Wine Time“
A picture shows an instagram post for "Austrian Wine Time" by
The Raleigh Wine Shop, Raleigh, NC (US)
A picture shows an instagram post for "Austrian Wine Time" by Cork and Fork, Washington DC (US).
Cork and Fork, Washington DC (US)
A picture shows an instagram post for "Austrian Wine Time" by Waterford Wine & Spirits, Milwaukee, WI (US).
Waterford Wine & Spirits, Milwaukee, WI (US)
A picture shows an instagram post for "Austrian Wine Time" by Lola Provisions, Leamington Spa (UK).
Lola Provisions, Leamington Spa (UK)
A picture shows an instagram post for "Austrian Wine Time" by Urban Craft Wines, Tring (UK).
Urban Craft Wines, Tring (UK)
A picture shows an offer during "Austrian Wine Time" by Cornelius Beer & Wine, Edinburgh (UK).
Cornelius Beer & Wine, Edinburgh (UK)

As part of an initiative by Austrian Wine, at the start of February, 50 wine merchants launched a large-scale advertising campaign for Austrian wines in the UK, while more than 100 did the same in the USA – mostly via digital channels. During more than 80 online wine-tasting sessions, they introduced hundreds of wine enthusiasts to Austrian wines, as well as ensuring that the topic remained in the public eye for weeks through their social media channels. In the USA alone, around 200 social media posts by wine merchants raised awareness of Austria’s unique wines.

New winegrowers added to existing portfolios

Many of the merchants also used price campaigns to boost sales, or created special wine packages to enable customers to experience the diversity of Austria as a winegrowing nation. Some merchants also added new Austrian winegrowers to their portfolios, something that the CEO of Austrian Wine, Chris Yorke, was particularly thrilled about: “The purpose of ‘It’s Austrian Wine Time’ was to increase demand for our outstanding wines in our key export markets of the UK and the USA, as well as getting our winegrowers onto new dealer listings. Judging by the feedback from the wine merchants, the campaign has been a great success!”

Significant increase in sales volumes

The dealers’ response to the campaign has been unanimously positive, with some reporting double- or even triple-digit growth in sales volume. Better still, this initiative has meant that many customers have discovered multiple new facets of Austrian wine – including the fact that Austrian winegrowers also make some excellent red wines.

Dealers with the best campaigns invited to Austria

Austrian Wine is rewarding the three best campaigns in each country. In the USA, the teams from Cork and Fork, Waterford Wine & Spirits and The Raleigh Wine Shop can celebrate an invitation to VieVinum 2022, while Austrian Wine will be rewarding the winners from the UK – Lola Provisions, Urban Craft Wines and Cornelius Beer & Wine – with a trip to Austria’s winegrowing regions in September of this year.

Facts
Austrian Wine Marketing Campaign “It’s Austrian Wine Time” in the USA & UK

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