Austrian Wine Sold in Supermarkets (SMs) 1996 and 1997

According to the Austrian Wine Marketing Board, in March 1997, Austrians also remain faithful to indigenous wines when buying in supermarkets. According to the latest Nielsen Study, which contained the data for the turnover in wines in SMs in 1996, and took into account all scanning shops, the volume of indigenous wines in SMs (total turnover of around ATS 991 million) was approximately 80% and has thus remained constant since 1995.

The Nielsen Study documented some interesting aspects in wine buying undertaken by the average Austrian, such as their preference for white wine (in the summer months to 60%) and the trend in winter with a consumption of up to 50% red wine.
The foreign wines - by the bottle - is drunk primarily in the lower price category, between ATS 20 and ATS 30. Quality Austrian wines are successful, above all, in the bottle price range of ATS 30 to ATS 50 with a high turnover.

The basically firm position of quality Austrian wines is in opposition to a lively table wine sphere (two and one liter bottles): due to a small harvest, the lowest price range will be difficult to cover with indigenous wines in 1997. Balance: More table wine from non-EU countries (such as Hungary) was imported in the first quarter of 1996 than in the entire year (around 9000 hectoliters). Above all such imports of tank wines were brought in from the EU in greater volume.

That means that many reasonably priced one liter and two liter bottles in supermarkets, which still contained Austrian wine in 1996, are currently mixed with EU mixtures or filled with wines from non-EU countries. They can only be determined by looking closely at the label.

The Austrian Wine Board's business manager Dr. Bertold Salomon says: "In the sensitive price areas, table wine can be reckoned to have a market share change of 15% to 20% in favour of foreign wines. On the other hand, in the area of quality wines - which we as the Austrian Wine Marketing Board promote - we expect a further dominating market position for our indigenous wines."