In 2024, Austrian Wine undertook an ambitious schedule of events, presenting an impressive array of 6,122 wines from 980 wineries.
A total of 148 events were organised, with a significant focus on international markets. For many years, exports have been a cornerstone of Austria’s wine industry strategy, and this year was no exception. Highlighting the international appeal of Austrian wine was the record-breaking success of VieVinum, Austria’s premier wine fair. The 2024 edition brought together over 1,200 international wine experts—the highest attendance to date—who sampled wines from more than 500 producers over three days.
Expanding Global Reach
The enthusiasm for VieVinum underscores Austrian wine’s growing global presence. Key markets such as Canada and the Nordic countries (Norway, Sweden, Denmark, and Finland) continued to show high demand for Austrian wines in 2024. Beyond VieVinum, Austrian Wine participated in several major international wine fairs, including ProWein in Düsseldorf, ProWine in Shanghai, Millésime Bio, and Vinexpo Paris. Collectively, more than 300 Austrian wineries showcased their offerings at these events. In addition, Austrian Wine organised exclusive tastings in Germany, Switzerland, the USA, the UK, Canada, and China, featuring 5,406 wines.
Collaborating with retailers and media outlets worldwide, Austrian Wine ensured that Austrian wines were visible on shelves and in newsfeeds across the globe. These efforts not only reinforced Austria’s reputation as a high-quality wine producer but also cemented its position in emerging markets.
Export Performance: A Slight Decline After a Record Year
Austrian wine exports experienced a slight downturn in 2024 following the record-breaking performance of 2023, which saw an export value of EUR 248 million. This exceptional figure was driven by a one-time surge in sales to Germany. However, the first three quarters of 2024 saw a 5.1% decline in export value, while export volume remained nearly stable (-0.1%). Despite this, notable growth in markets such as Canada and the Nordics offered a silver lining, suggesting the potential for a broader recovery in the near future. The total export value for 2024 is projected to remain above 2022 levels, maintaining Austria’s strong export trajectory.
Domestic Market Challenges
The Austrian domestic market faced a subdued consumer sentiment in 2024, impacting the wine sector. Between October 2023 and September 2024, wine sales in the multiple grocer segment dropped by 2.6% in volume and 0.9% in revenue. Notably, this decline was primarily driven by foreign wines (-5.8% volume, -2.3% revenue), while Austrian wines demonstrated greater resilience, with only slight decreases (-1.0% volume, -0.5% revenue).
The catering industry, particularly restaurants offering traditional Austrian cuisine, continued to face challenges. While on-trade wine sales improved post-pandemic, they remained below 2019 levels. In response, Austrian Wine launched a significant campaign in August 2024 to boost the consumption of Austrian wines in local bars and restaurants.
Trends and Future Directions
Consumer behavior in 2024 revealed evolving preferences, prompting Austrian Wine to adapt its promotional strategies. A decline in red wine consumption was addressed through targeted advertising in media and retail channels. Meanwhile, the growing demand for alcohol-free and low-alcohol wines, especially among younger consumers, led Austrian Wine to plan for their inclusion in future events. A representative survey of 20- to 35-year-olds provided insights into this demographic’s attitudes toward wine, shaping promotional initiatives aimed at this audience in 2025.
Source: Austrian Wine Marketing Board