In Austria, wine represents far more than a refined beverage — it is an integral element of national identity, deeply woven into the fabric of Austrian culture, landscape, and economy.
The latest study conducted by the Economica Institute of Economic Research, commissioned by the Austrian Wine Marketing Board (Austrian Wine), highlights the remarkable economic significance of the Austrian wine industry.
According to the study, in 2023, the Austrian wine sector generated a gross added value of EUR 3.8 billion, representing 0.9% of the country’s total economic output. Moreover, the industry secured over 68,000 jobs and contributed EUR 1.2 billion in taxes and levies to state coffers. The impact of the wine sector extends well beyond production, benefiting hospitality, retail, and tourism — all closely tied to the culture of Austrian wine.
“The economic significance of wine extends far beyond what’s poured into a glass. There is a whole economic ecosystem that revolves around wine, including wineries, tourism, retail, and catering,” explains Chris Yorke, CEO of Austrian Wine. “It is this combination of direct and indirect effects that makes wine such an important driver of our economy.”
A vital contributor to the national economy
Wine accounts for 7.5% of Austria’s total agricultural output, ranking as one of the most influential rural industries. Approximately EUR 403 million (35%) of tax revenue flows to the federal government, while EUR 137.5 million (12%) benefits the four major wine-producing federal states — Niederösterreich (Lower Austria), Burgenland, Wien (Vienna), and Steiermark (Styria). The remaining EUR 96 million supports other federal regions.
The hospitality and on-trade sectors benefit most, generating EUR 1.5 billion, or nearly 39% of the total value created by the industry. Agriculture follows with EUR 390 million, and wholesale trade contributes EUR 353 million. Wine tourism has emerged as a key element, with 5% of holidaymakers engaging in wine-related activities and spending on average 18% more per day than other tourists.
Regional significance and social impact
The study underscores the varying roles wine plays across Austria’s regions.
- Niederösterreich (Lower Austria) leads in total wine production and overall economic influence.
- Burgenland, Austria’s second-largest wine-growing region, relies heavily on viticulture as a central agricultural pillar.
- Wien (Vienna), despite its smaller vineyard area, demonstrates exceptional economic value through its strong hospitality and tourism industries.
- Steiermark (Styria) combines vibrant wine production with a thriving tourism sector, particularly in downstream services connected to wine.
“Viticulture is more than agricultural production — it is a lifeline for regional economies,” notes Johannes Schmuckenschlager, Chairman of the Austrian Winegrowers Association. “Without it, rural employment, tourism, and regional identity would suffer greatly.”
Sustaining growth through quality and collaboration
Austrian wine’s global reputation rests on its commitment to quality, built through decades of targeted strategy and investment led by the Austrian Wine Marketing Board. This focus has enhanced exports, improved brand recognition, and fostered sustainable development across the sector.
However, challenges persist. Rising production costs, reduced wine consumption, administrative burdens, and global competition are placing pressure on wineries. Schmuckenschlager calls for closer cooperation between policymakers and producers, including renewed federal financial support for Austrian Wine’s promotional activities — a contribution that currently comes only from the wine-producing states.
“Our wineries are facing record-high costs and growing international competition. To maintain our global standing and economic strength, we need political and institutional support,” he emphasizes.
With over 10,000 wineries, 95% family-run, Austria’s wine industry continues to demonstrate how tradition, quality, and innovation can coexist to sustain not only an economic ecosystem but also a cornerstone of national heritage.
Source: Austrian Wine Marketing Board