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1998 - Harvesting hope in Austria

The fortunes of the Austrian wine industry look bright. Exports have increased in value by 20% from January to May of this year, compared to the same period of 1997, despite the relatively low yields of the past three years. Hopes are high for a good harvest in 1998, both in terms of quantity and quality, and marketing efforts within Austria are targeted at regaining market share in specific price ranges on the supermarket shelves.

 

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Market data for the first half of 1998

© Austrian Wine / Anna Stöcher

Market data for the first half of 1998

Austria produces, consumes and exports increasingly better wines. Fifty per cent of Austrian wine on the domestic market is still bought directly from the wineries, with the food and drink trade purchasing an approximate 40% share of the total. With stocks at an all time low, a repeat of 1997's 1,8 million hectolitre harvest, faced with a home consumption of 2.5 million hectolitres, would leave the lower sector of the retail market struggling to meet demand. Foreign imports would be left to make up the consumption shortfall.

A good harvest increases market prospects

If the 1998 harvest lives up to its expectations, Austrian wines will be able to regain areas of the market previously beyond their reach. According to estimations by the Austrian authorities, the current prediction of 2.6 million hl will exceed 1997's yields by 800.000hl. Unlike the previous year, 1998 was relatively frost-free. Flowering was successful throughout the country and fine summer weather has maintained high expectations for the vintage. It remains to be seen, however, how October's weather will affect the final outcome.

A stronger regional identity

Austria's long term national and global market position gives cause for thought on the eve of the new millennium - how can a small wine-producing country such as Austria improve its position on the world stage? Dr. Bertold Salomon, managing director of the Austrian Wine Marketing Board, sees stronger regional identity as the key to the future fortunes of Austria's burgeoning wine industry. New marketing regulations regarding the profile of wines from specific regions are currently under discussion within the Austrian wine trade. Any new initiatives will have to comply with new EU wine marketing regulations.

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