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Austria’s Wine Exports to Germany are Booming
Austrian wine is more popular than ever in Germany. During 2003, Austrian producers could increase the volume of exports by 6%. According to calculations by the Austrian Wine Marketing Service, based on export numbers supplied by I-X, some 45 million litres of wine were delivered to our neighbours, and Austria is therefore on place five of producing countries, after Italy, France, Spain, and Macedonia.
Particularly positive is the increase in value by 12%. “While the German wine market is stagnant because of the economic downturn, we have been able to increase our wine exports to an amazing degree,” says Michael Thurner, Director of the Austrian Wine Marketing Service during a press conference in Berlin. “This is a very positive development, especially since people are drinking more high-quality wines.
Further Increases Possible
With these excellent results Austrian wine producers have not yet exhausted the export potential. In future, targeted training, promotions in restaurants, and initiatives with the wine trade are expected to create further export increases by building on a heightened awareness of Austrian quality wines, among German consumers. “In order to sell top wines in Germany, we need a well trained and motivated sales force“, says Gerhard Elze, AWM team leader for Germany.
In addition to programmes in Germany itself, the DAC concept is also expected to help the wine export to Germany. “We need a strong message, a clear taste profile. The German consumer is often overwhelmed by the information on our labels,” says Thurner about the necessity of the DAC idea.