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VieVinum 2016: Great Wines and Robust Partners

Wine makes Austria attractive as a travel destination. So much so that in January of this year some 39,000 American travel agents chose Austria as the most appealing wine-tourism destination in Europe. And in this attractive land, the Hofburg Palace in Vienna certainly provides the country’s biggest wine fair VieVinum with the most stylish ambience possible, now for the tenth time. Steadily increasing numbers of visitors prove that this is the right approach. Two robust and effective partners, MAC-Hoffmann and the Austrian Wine Marketing Board (ÖWM/AWMB), handily fulfil all quality requirements in the matter of support for both exhibitors and visitors – this testifies to the fact that business does not have to play pop-up nowadays to meet with success.

A picture shows the logo of Vie Vinum 2016, March 4-6 2016

Market strategy of the AWMB

The behaviour of consumers in export markets can change suddenly. The AWMB continues to place its emphasis on the excellence of first-class fine wines, in order to leave a lasting impression on the international stage. The AWMB’s managing director Willi Klinger tells us: “It is necessary to consistently build both our image and the distribution network in the upper echelon of quality, but to do this in as many markets as possible. This is also necessary because of the fact – since the number of estates capable of performance on the elite level is growing in such dramatic fashion due to structural transformation – that a limited number of markets just cannot accommodate the many brands.” Recent success has proved his strategy to be correct. Along with the currently most important export markets Germany, Switzerland, the USA, Scandinavia, the Netherlands and Great Britain, growing sales figures in Belgium, Slovakia, Russia, Hong Kong, Taiwan and others can be confirmed. The AWMB’s list of international guests this year – trade, sommeliers and press – reflects this development correspondingly.

Through the years and the vintages

The AWMB’s history spans three decades, and its fortunes during the last ten years have been shaped by the leadership of Willi Klinger and characterised by the steady development of Austrian wine exports. Klinger comments with enthusiasm: “It’s already apparent, 2015 is a historic vintage! It brings marvellous ripeness of fruit to the white wines, while the red wines are distinguished by their profound depth of flavour and eloquence of expression – these wines exhibit great potential for aging. In Burgenland, we can expect a satisfying volume of great Prädikat wines. The excellent 2015ers will leave a marked impression on the some 800 wine merchants, sommeliers and journalists that we have invited to VieVinum.” But in addition to this, many more stockists and sommeliers now show a growing interest in matured wines from Austria. For this reason, in its preparations for the trade fair the Wine Marketing Board is also ascertaining which represented growers wish to offer international merchants matured wines from their portfolio. A listing of these wines – with information concerning availability – will be compiled and placed at the disposal of interested parties.

Meeting in the press tent

New for this year: the AWMB’s press centre 2016 will be housed in a large tent directly in front of the main entrance to the Hofburg Palace, in order that the room they formerly occupied can be used as presentation space for exhibiting growers. Alexandra Graski-Hoffmann assures us, “The appointments, equipment and facilities in the tent will meet all requirements – in the technical sense as well as providing for comfort.” The needs of media representatives from all over the world will be met by team members of the Austrian Wine Marketing Board with their customary capability.

The AWMB is an outstanding host

Goal-oriented, profit-generating marketing is a self-evident obligation for the AWMB. But beyond that, at an event like the VieVinum, the strengths of this small and dedicated team come fully into play – the employees of the Marketing Board not only maintain personal contact with the Austrian growers exhibiting their wines, but also with some 800 international visitors, and take the time to give all of them a sample of Austrian cordiality. Outstanding service at reception for wine merchants, sommeliers and journalists from the most important existing markets and potential markets has already become a standard. Among other things, this includes providing extensive information and materials concerning Austrian wines, as well as farecards for public transportation and invitations to tastings and convivial casual parties.


For further information please contact Ms. Tina Patronovits: +43 (1) 5871293 bzw. t.patronovits@mac-hoffmann.com

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Press photo

VieVinum 2016

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