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Austria confirms record wine exports 2002 - Strong Demand for red wines; Retail trade selling more Austrian wines

The tendency of the last three quarters has been confirmed: Austria’s wine trade can look back on record exports for 2002. The trend is rising. Michael Thurner, Director of the Austrian Wine Marketing Board, is delighted to see a concerted effort by Austrian wine trade rewarded by this result.

Red-wine-grape, © Austrian Wine / committee Weinviertel, Haiden Baumann
Red-wine-grape, © Austrian Wine / committee Weinviertel, Haiden Baumann

An increase of 44.7 percent in quantity and 15.8 percent in value against 2001 is all the more remarkable as it has taken place in difficult economic conditions. Moreover, in absolute numbers (source: Statistik Austria), Austria’s wine exports have reached record levels with 74.6 million litres and a revenue of 59.8 million Euros. Especially the higher sector (Qualitätswein) showed a marked increase of 15 percent. “This is a considerable success,” judges Michael Thurner, Director of the Austrian Wine Marketing Board, emphasizing the consistent service of his organization. “Numerous international tasting successes and a dedicated campaign in the media are bearing fruit.” Still, Thurner sees further need for action. “We must work towards a rise in value,” he remarks, especially in view of the high percentage of unbottled wines being exported. “This will be achieved only in conjunction with a more effective marketing of wine origin. The DAC initiative will be a considerable help.”

One out of four bottles exported is red

Austrian red wines have seen a particularly strong increase in demand at home and abroad. The rise in red wine exports during the last years has continued, and with a quantitative plus of 26% and an increased value of 22% the red wine exports have also reached record levels. The red share of total exports has now reached 21% in volume and 37% in value. “The demand for Austrian reds still outstrips supplies by far,” Michael Thurner explains in view of the high value ratio. At home, too, the scarcity of Austrian reds leads to considerable commercial pressures in some market segments.

Fewer wine imports and a swing in retail trade

2002 did not only bring fantastic export numbers. For the first time, Austria’ wine imports decreased, and that by no less than 10.3%. At the same time, the total wine turnover in the wine retail trade was increased by 7.1% in volume, reaching 42.3 million litres. Not only quantities are going up: a value increase of 13% to 129 million Euros in total shows customers favouring higher qualities. 2002 sees another trend reversed. After years of regressive domestic sales, Austrian wines are now sold more frequently in Austrian retail, with 54.6% of all wines bought in supermarkets being produced in the country. With many consumers still buying directly from producers, the market share of home consumption for Austrian wine is still around 80%.

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