Austria has long been celebrated for wines that are artisanal, regional and unmistakably authentic. Yet, despite this proud tradition, the Austrian Wine Marketing Board (Austrian Wine) recognises a pressing challenge: to stay culturally relevant, wine must be communicated in ways that resonate with younger consumers.
This insight has led to the creation of rot weiss rosé (RWR) – a fresh, vibrant brand that blends Austrian identity with contemporary lifestyle appeal, positioning wine as accessible, engaging and unpretentious.
RWR is more than a marketing initiative. It is a platform designed to inspire curiosity, facilitate encounters, and encourage a new way of experiencing wine. Anchored in tradition but presented with modern confidence, RWR demonstrates how Austrian wine can remain true to its roots while adapting to the expectations of millennials and Gen Z.
A Generational Shift: Understanding Young Wine Consumers
To build this bridge toward younger audiences, Austrian Wine needed solid data on how consumers aged 20 to 35 view wine today. In the autumn of 2024, more than 700 young adults across Austria were surveyed. The results revealed key insights:
- 84% of respondents drink alcohol.
- 67% drink wine at least occasionally – making wine more popular than beer (56%) and cocktails (53%).
- Younger consumers drink less frequently than previous generations, yet wine remains the clear favourite when they do.
The survey also uncovered what attracts this demographic to wine and what holds them back. Taste, conviviality, and the relaxing atmosphere associated with wine are the primary drivers of appeal. At the same time, younger audiences feel they lack simple, accessible opportunities to enjoy wine, as well as the basic knowledge needed to feel confident exploring it.
This is the gap RWR intends to close.
Rot Weiss Rosé: A New Language for Austrian Wine
The brand name rot weiss rosé (RWR) is a playful combination of the Austrian flag colours – red, white, red – and the three principal wine colours. With the tagline “Alles außer fad” (anything but boring), RWR strips away complexity and speaks in the language of everyday life.
The project focuses on consumers aged 20 to 35 and uses formats that are:
- Approachable – free from expert jargon.
- Engaging – encouraging discovery rather than instruction.
- Lifestyle-oriented – positioning wine as part of social and cultural experiences.
RWR does not define wine as a status symbol. Instead, it presents wine as an expression of authenticity, regional identity, and creative enjoyment. Whether at a rooftop gathering, a relaxed evening with friends or a picnic in the park, the message is clear: wine should be easy to understand, fun to explore, and shared without barriers.
As Chris Yorke, CEO of Austrian Wine, notes:
“We don't want to reinvent wine but to enable people to experience it differently.”
A Bold Kick-Off: RWR – The Launch Experience
To demonstrate this new approach, RWR introduced itself with a dynamic event in Vienna: RWR: THE LAUNCH EXPERIENCE. It showcased what a modern wine culture can look like—unexpected, creative and far removed from traditional, formal tastings.
Every guest received a seat number linked to one of eight themed areas, such as #Festival or #Winter magic. The experience included a 5-course reverse dinner, beginning with dessert and ending with the starter. The catering team from Tschak served innovative interpretations of Austrian classics, each paired with red, white and rosé wines from the Austrian wine queens attending the event.
Between courses, interactive interludes highlighted wine not as a technical product, but as a living cultural asset that brings people together. There was no pressure, no judgments, and no right or wrong way to enjoy the moment—only the shared experience of discovery.
A New Culture of Wine: Inclusive, Interactive, Inspiring
RWR marks a significant evolution in how Austria presents its wines. It blends:
- Tradition and modernity
- Regional authenticity and creative experimentation
- Knowledge and playful learning
This is wine reimagined as an invitation—an open space for exploration rather than an exclusive domain requiring prior expertise.
Through events, collaborations, creative tastings and digital content, RWR creates occasions where wine becomes a medium for stories, connections and shared enjoyment. At the same time, the RWR website acts as a guide to where consumers can experience Austrian wine in this fresh context, emphasising flavour, people, and memorable moments.
As Chris Yorke summarises:
“We are showing that learning about wine doesn’t need to be heavy-going, and that experiencing wine for the first time is often enough to spark enthusiasm.”
RWR captures this balance: Austria remains rooted in its winemaking heritage, yet confidently embraces innovation. It is a demonstration that wine can be both timeless and contemporary—reflecting curiosity, openness and the joy of living.
Source: Austrian Wine Marketing Board