The Österreich Wein Marketing GmbH, also known as the Austrian Wine Marketing Board (ÖWM), concluded 2023 amidst significant challenges and dynamic market conditions, reflecting on a year marked by strategic adaptations and proactive initiatives.
Adapting to Economic Turbulence
The year 2023 presented formidable challenges for the Austrian wine industry, exacerbated by global economic upheavals such as the war in Ukraine, inflationary pressures, and high interest rates. These factors contributed to increased costs across the board, impacting both domestic and international market dynamics.
In response, the ÖWM implemented targeted measures aimed at stabilizing wine sales and enhancing market presence both at home and abroad. These efforts were crucial in mitigating the adverse effects of economic uncertainties on the wine sector.
Strategic Initiatives and Market Insights
Home Market Initiatives
Despite challenges, the ÖWM reported modest growth in wine sales within Austria's gastronomy (+2.7%) and food retail sectors (+2.0%). However, overall sales figures saw slight declines (restaurants: -1.8%, food retail: -2.5%), prompting the ÖWM to launch a comprehensive sales offensive in the latter part of 2023. This included intensified retail promotions, gastronomic partnerships, and targeted wine tourism initiatives, particularly in western Austria. Additionally, a nationwide social media campaign was launched to bolster consumer engagement and promote Austrian wines domestically.
Export Market Expansion
Recognizing the critical role of exports in sustaining Austrian wineries, the ÖWM intensified its efforts on international markets. The board facilitated 66 specialist trips to Austria, involving 406 international wine experts who visited 569 wineries. These visits were instrumental in showcasing the diversity and quality of Austrian wines, fostering direct business connections, and enhancing Austria's global wine reputation.
Moreover, the ÖWM actively participated in global trade fairs and organized dedicated Austrian wine tastings worldwide. Notable initiatives included prominent events at ProWein Düsseldorf, ProWine China, and bespoke Austrian tastings in London and Stockholm. In total, 8,414 Austrian wines were presented across 142 activities on export markets, underscoring Austria's commitment to expanding its global footprint despite challenging economic conditions.
Export Performance and Outlook
While Austria's export market experienced a period of relative stability, the global economic climate influenced varying export outcomes across different regions. After a robust 26.8% increase in export value between 2019 and 2022, 2023 indicated a more moderate growth trajectory. This nuanced performance highlighted the ÖWM's strategic focus on sustaining and diversifying export channels amidst fluctuating market demands.
Looking Ahead to 2024
As the Austrian wine industry navigates through ongoing economic uncertainties, the ÖWM remains steadfast in its commitment to supporting local winemakers. The board has outlined an ambitious roadmap for 2024, centered on stimulating sales within the domestic market and leveraging flagship events like VieVinum to propel exports forward.
Chris Yorke, Managing Director of ÖWM, emphasized the importance of solidarity and collective resilience in confronting industry challenges. He affirmed, "All our efforts are geared towards providing the best possible support to our winemakers, both domestically and internationally. The unity of Austria's wine community remains our greatest strength, guiding us through these turbulent times."
In conclusion, the Österreich Wein Marketing GmbH's proactive approach and strategic foresight have positioned Austrian wines for sustained growth and resilience amidst a complex global landscape. By fostering innovation, market agility, and international collaboration, the ÖWM continues to uphold Austria's reputation as a premier wine-producing nation.