Austrian Wine Marketing Board

What Austrian Wine Marketing Board does

Austrian Wine Marketing Board (Österreich Wein Marketing GmbH) is Austria's statutory national wine promotion organization, founded in 1986 and headquartered in Vienna. It supports and promotes the global sales and quality reputation of Austrian wine on behalf of roughly 4,000 wine producers across 44,210 hectares of vineyard area spanning 17 specific wine-growing regions within Niederösterreich, Burgenland, Steiermark, Wien, and the Bergland area. Its mandate is purely promotional — it does not sell wine directly and instead reduces information asymmetry between producers and international trade and consumer audiences through content, events, education, and a DAC-based regulatory/origin marketing framework.

Its core products are digital and event-based rather than technology products in the conventional sense: the Austrian Wine Portal (austrianwine.com) acts as the central informational hub, supported by searchable databases of approximately 4,000 producers and corresponding wines, an event calendar tied to flagship trade fairs such as VieVinum (Hofburg, Vienna) and ProWein, dedicated programs for Austrian Sekt (PDO sparkling wine) and Grüner Veltliner (which alone accounts for ~32.34% of vineyard area), the 7 Elements educational framework, the DAC (Districtus Austriae Controllatus) origin-marketing system, an interactive vineyard-mapping tool (austrianvineyards.com), and an online shop for wine-related merchandise. Underlying "technology" consists of viticultural knowledge, the DAC protected-designation-of-origin regulatory framework integrated into EU wine legislation, and quality-assurance taxonomies across 42 officially approved grape varieties (28 white, 14 red).

The business model is industry levy plus public co-funding rather than commercial revenue capture. AWMB is funded through a combination of producer/industry fees, Austrian federal support, and European Union co-funding (visible in "Supported by the European Union" branding) for international promotion campaigns. Its go-to-market is event-driven and community-led: trade fair participation (VieVinum, ProWein) and national/international partner events for B2B activation, combined with wine-tourism and educational programming targeting both trade professionals (importers, distributors, sommeliers) and end consumers. Customer concentration is highly distributed across the ~4,000-producer base, with two primary served segments: international wine trade and wine consumers.

Name

Austrian Wine Marketing Board

Legal name

Austrian Wine Marketing Board

Website

https://austrianwine.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Austrian Wine Marketing Board (Österreich Wein Marketing GmbH) is Austria's statutory national wine promotion organization, founded in 1986 and based in Vienna. It promotes Austrian wines internationally through marketing, education, events, and the DAC origin system on behalf of approximately 4,000 producers, funded by industry levies plus Austrian federal and EU co-funding.

Ownership category

akta.pro rank

Product category

Wine Marketing & Promotion Services

NAICS

Wineries (312130), Wineries (31213)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine marketing
• Viticulture promotion
• Wine trade events
• Wine region education
• Wine producer databases

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Industry Funding and Government Support: The Austrian Wine Marketing Board (Österreich Wein Marketing GmbH) is funded through a combination of industry fees from Austrian wine producers and government support. The organization promotes Austrian wine globally to increase exports and support the domestic wine industry.
2. Promotion Services: The organization coordinates international marketing activities, trade fair participation, and promotional events for Austrian wines. Funding comes from the European Union (EU) and Austrian federal sources as indicated by 'Supported by the European Union' branding.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

The Austrian Wine Marketing Board (Österreich Wein Marketing GmbH) is Austria's national wine marketing organization that promotes Austrian wine quality and sales globally. It operates informational databases of approximately 4,000 wine producers and their wines, coordinates international trade fair participation (VieVinum, ProWein), runs educational programs about Austrian wine regions and grape varieties, and facilitates B2B connections between international buyers and Austrian wineries.

Product overview

The Austrian Wine Marketing Board operates the primary Austrian Wine Portal (austrianwine.com), a comprehensive digital information and marketing platform for Austrian wines. The portfolio includes winery and wine databases (approximately 4,000 producers searchable), an event calendar, the Austrian Sekt program, educational frameworks (7 Elements), and the DAC origin marketing system. Supporting digital tools include Vineyard Maps and a Wine Shop. The platform features content on 42 grape varieties (28 white, 14 red), five major wine regions covering 44,210 hectares, vintage information spanning 1992-2025, and environmental consciousness programs including organic (25%), biodynamic (14%), and sustainable certifications (28%). The organization functions as Austria's national wine marketing body rather than a technology product company.

Differentiator

Problem solved

Functional benefit

Products and services

• Austrian Wine Website Portal Primary digital platform at austrianwine.com serving as an informational hub for Austrian wines, featuring content about wine regions (Niederösterreich, Burgenland, Steiermark, Wien, Bergland), 42 grape varieties, vintages, wine styles, terroir, climate, soil information, wine law, and environmental consciousness in viticulture. Aimed at both international trade professionals and wine consumers.
• Winery Database A searchable database containing detailed information on approximately 4,000 Austrian wine producers, allowing trade professionals and consumers to search and filter wineries by various criteria.
• Wine Database A searchable database of Austrian wines enabling users to find wines across all quality levels and occasions, with detailed producer information for B2B matching.
• Austrian Wine Event Calendar A comprehensive listing of Austrian wine events including tastings, festivals, vineyard tours, and promotions throughout Austria, featuring national and international activities organized by Austrian Wine with regional partners.
• Austrian Sekt Program Austrian sparkling wine marketing program featuring Sekt Austria (PDO designation), history, production processes, dosage levels, and food pairings, presented as a distinct sparkling wine category to international trade and consumers.
• DAC Origin Marketing System Qualitätswein designation-centered marketing strategy featuring the Districtus Austriae Controllatus (DAC) system that establishes regional typicity for Austrian quality wines across 17 specific wine-growing regions with origin-based designations.
• Vineyard Maps Tool Interactive mapping tool (austrianvineyards.com) providing detailed vineyard geography and vineyard-specific information for Austrian wine regions, aiding trade and consumer understanding of terroir.
• Press & Media Center Comprehensive press resource including news articles, press information, international opinions, maps, brochures, presentations, and a media gallery featuring winegrowing regions, grape varieties, and food pairing content for journalists and trade.

Quantifiable outcome

• 28% organic vineyards (world leader in organic agriculture)
• +2 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Wine in ModerationcoreStrategic or Co-development PartnerWine in Moderation is a partner of Austrian Wine Marketing Board. The organization supports responsible wine consumption messaging and sustainability in wine production. The partnership aligns with Austria's environmental consciousness approach to viticulture.
• WineJobs.comminorGTM or Marketing PartnerWineJobs.com is a partner providing job board services for the Austrian wine industry, supporting workforce development and connecting wine professionals with career opportunities in Austrian wine sector.
• Österreich Wein Institut (Shop)minorChannel Partner/ Reseller/ DistributorThe Österreich Wein Institut operates the official Austrian Wine online shop (shop.oesterreichwein.at), providing a direct-to-consumer channel for Austrian wine products and merchandise.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BIVB - Bureau Interprofessionnel des Vins de Bourgogne: Bourgogne's interprofessional wine body promoting Burgundy wines internationally through AOC/DAC-equivalent appellation marketing, trade education, and producer directories. Strong structural and functional parallel to AWMB's DAC-led, region-by-region promotion strategy.
• Wines of Chile: Chilean wine export-promotion organization running global trade-marketing campaigns, education, and trade-fair participation funded by producer and government sources. Directly comparable national-body model to AWMB.
• German Wine Institute (Deutsches Weininstitut): Germany's national wine marketing body, structurally analogous to AWMB: funded by industry levies, promotes German wines internationally via trade fairs, education, and a producer database. Closest comparable in scope, funding model, and function across a similarly cool-climate white-wine-producing nation.
• Wine Australia: Statutory authority funded by grape and wine producer levies that promotes Australian wines globally through trade events (ProWein, Vinexpo), education, and digital marketing. Comparable in mission, funding structure, and trade-fair-driven GTM to AWMB.
• Federdoc (Italian Wine Consortium): Italian consortium representing DOC/DOCG appellations, coordinating generic promotion of Italian appellations across regions. Comparable as a multi-region, appellation-based national promotion architecture analogous to AWMB's DAC strategy.
• Wines of South Africa (WOSA): Generic promotional body funded by producer levies that markets South African wines abroad via trade shows, press, and digital channels. Same statutory-industry funding model and export-promotion mandate as AWMB.
• Instituto dos Vinhos do Douro e do Porto (IVDP): Portuguese interprofessional authority managing Douro and Port designations, combining regulatory and promotional roles under one body. Comparable quasi-statutory, appellation-driven mandate to AWMB's DAC oversight.
• Vins de Provence (Conseil Interprofessionnel des Vins de Provence): Interprofessional body promoting Provence rosé wines internationally via a single-appellation campaign. Functionally identical structure to AWMB, applied to a single-region rather than multi-region national mandate.

Broad incumbents

• Wine Institute (California): Public-policy and international-promotion association for California wineries, with a broader industry-advocacy mandate than AWMB. Comparable in trade and government-relations remit and producer-funded model, but on a much larger scale covering the largest US wine-producing state.

Others

• ProWein (Messe Düsseldorf): Operator of the world's leading wine and spirits trade fair, where AWMB is a major participating country. Included because AWMB's GTM (event_driven) explicitly references ProWein participation, making the fair an enabling channel rather than a competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/oesterreichwein
• Facebookfacebook.com/austrianwine
• Instagraminstagram.com/austrianwine
• Xx.com/austrianwine

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Austrian Wine Marketing Board