The Austrian Wine Marketing GmbH is a service company for the Austrian Wine industry based in Wien, A predecessor was the 1952 founded "Association for Austrian wine advertising". The focus was on wine tasting, trade fair participation, letter advertising and poster advertising. It was dissolved in 1968, the existing assets got the ÖWI (Austrian Wine Institute), today an ÖWM subsidiary. These are still dealing today with the logistics, the shipping and selling of wine accessories, promotional material, etc. Between 1968 and 1985, the Austrian Wine Fund carried out promotional activities for Austrian wine.
In 1985, the so-called wine scandal (popularly also "glycol scandal") on. It was about the unauthorized "improvement" by adding diethylene glycol, At the end of 1986, the "Austrian Wine Marketing Service GmbH" was founded to help alleviate the consequences of this scandal, including through marketing measures. It supports and coordinates the strategic efforts of the Austrian wine industry quality and sale. The financing is carried out by the vineyards calculated compulsory contributions of all winegrowers. The revenues amount annually to approximately 4 million euros in marketing contributions from the wine industry (1.1 cents per liter of harvested wine and 1.1 cents per liter of bottled wine placed on the market) and about 3.5 million euros in national contributions. In addition, the ÖWM receives funding from the European Union,
The strategy aims for a balanced marketing mix adapted to the respective markets. This means image work under the aspect of the sales promotion and active public work with supportive media advertisement (application of provenances and wine regions especially in close cooperation with regional wine committees). The focus of the marketing strategy of the Austrian wine industry is the quality wine, recognizable by the State test number and the red-white-red banderole on the capsule,
A related reorganization of the quality Systems In Austria, in the 1990s, representatives of the Weinbauverbandes, the Weinhandels, the ÖWM and the Ministry of Agriculture set after long discussions. The ÖWM is also instrumental in the annual wine performance show Salon Austrian Wine involved. Wolfgang Lusak (1986-1989), Engelbert Prassl (1990), Dr. Ing. Walter coachman (1991-1993), dr. Berthold Salomon (1994-2001), Mag. Michael Thurner MBA (2002-2006), Mag. Wilhelm Klinger (2007-2019) and Chris Yorke (from 2020). Another subsidiary company is the Wine Academy Austria, Comparable institutions are in Germany DWI and in Switzerland SWC,
Source and photo: Austria Wein Marketing GmbH