Österreich Wein Marketing GmbH is a service company for the Austrian Wine business based in Wien, A predecessor was the "Association for Austrian Wine Advertising" founded in 1952. The focus was on wine tastings, trade fair participations, letter advertising and posters. It was dissolved in 1968, the existing assets were given to the ÖWI (Austrian Wine Institute), today an ÖWM subsidiary. This still deals with the logistics, shipping and sale of wine accessories, advertising material, etc. Between 1968 and 1985, the Austrian Wine Fund carried out advertising activities for Austrian wine.
In 1985 the so-called flew wine scandal (popularly also "glycol scandal"). It was about the unauthorized "improvement" by adding diethylene glycol, At the end of 1986, the "Österreichische Weinmarketing Service GmbH" was founded to help alleviate the consequences of this scandal with marketing measures. It supports and coordinates the strategic efforts of the Austrian wine industry quality and sales. Funding is provided by vineyards calculated compulsory contributions of all winegrowers. The annual revenues amount 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) and around 3.5 million euros in country contributions. The ÖWM receives funding from the European Union,
The strategy aims at a balanced marketing mix that is adapted to the respective markets. This means image work from the aspect of sales promotion and active public relations with supportive media advertising (application from provenances and wine regions especially in close cooperation with regional wine committees). The focus of the marketing strategy of the Austrian wine industry is on quality wine, recognizable by the State test number and the red-white-red banderole on the capsule,
A reorganization of the quality Systems In Austria in the 1990s, representatives of the winegrowing association, the Weinhandels, the ÖWM and the Ministry of Agriculture after long discussions. The ÖWM is also decisive for the annual wine performance show Austrian Wine Salon involved. Mag. Wolfgang Lusak (1986-1989), Engelbert Prassl (1990), Dr. Walter coachman (1991-1993), Dr. Bertold Salomon (1994-2001), Mag.Michael Thurner MBA (2002-2006), Mag.Wilhelm Klinger (2007-2019) and Chris Yorke (from 2020). Another subsidiary is Wine Academy Austria, Comparable institutions are in Germany DWI and in Switzerland SWC,
Source and photo: Austria Wein Marketing GmbH