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Austria as a The Changing Face of Wine

From July 11 to 13, the Hotel Intercontinental in Vienna will house the Fifth International Symposium of the "Institute of Masters of Wine". In front of a high-powered professional public, leading experts from around the world will discuss topical subjects of the wine world. The AWM sponsors this important event, which is also an opportunity to showcase Austrian wines in an extraordinary, international context.

This picture shows a glas of red wine

Wine, the Market, and Wine Lovers

© Austrian Wine

Wine, the Market, and Wine Lovers

The last twenty years have been marked by rapid changes in the wine world. After decades of opposition between "New World" and "Old World" approaches, the different camps are now converging: terroir and origin are increasingly preoccupying marketing experts in the New World, while Europe is talking openly about brand names, wine technology, and customer demand. The symposium takes this development into account and will discuss themes as different as the "Coca Colonisation of Wine" and the success of organic winemaking.

Who's Who of the Wine World

The quality of the symposium will be assured by both the speakers and the registered visitors. Jancis Robinson MW (Financial Times), Tim Atkin MW (Harper's), Antony Hanson MW (Christie's), Paolo de Marche (Isola e Olena), Karl Kaiser (Inniskillin) and Bruno Prats (Academie du Vin) are among the illustrious international speakers, while Austria will be represented by Luis Kracher, Willi Bründlmayer, Karl Jurtschitsch, Toni Bodenstein, Josef Schuller MW, and others. The Austrian Agriculture Minister, Wilhelm Molterer, will greet the symposium personally. Some 250 participants are expected. Lectures and discussions will be held in English and there will be simultaneous translation into German.

Wine Country Austria on Display

Austria's wine producers are happy to receive the guests of this symposium. Some 20 Masters of Wine will tour the country in advance, and the list of speakers also testifies to the international recognition of Austria as an important place in the wine world. The framework programme of the event also includes a grand Austrian tasting, a visit to a Heurigen, an evening of wine and music at the Kursalon, as well as a concluding gala dinner at the Vienna City Hall.

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