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VieVinum and the Austrian Wine Marketing Board

AWMB: ‘VieVinum is the international industry platform for Austrian wine’.

The Austrian Wine Marketing Board (AWMB) regularly brings some 1,000 members of the wine trade and press from all over the world to the semi-annual trade fair VieVinum in Vienna. Since its founding in 1998, VieVinum has been an integral element in the AWMB’s work on behalf of the Austrian wine industry. It is the most important presentation of Austrian wine in its own land, and has developed into an international industry epicentre right in the heart of Europe. In this, the AWMB places particular emphasis on merchants from new and emerging markets.

Alexandra Graski-Hoffmann (Managing Director, M.A.C. Hoffmann) and Chris Yorke (Managing Director, AWMB): ‘Here’s to many more years of successful collaboration!’ © AWMB/Sebastian Philipp

For many years, the AWMB has focused on initiating and strengthening international business relationships for Austria’s winegrowers. Some 1,000 merchants, sommeliers and wine journalists from all over the world are expected to attend VieVinum at the invitation of the AWMB. The AWMB’s managing director Chris Yorke is enthusiastic about the prospects, saying: ‘VieVinum event organiser M.A.C. Hoffmann is the perfect trade fair partner for us’, referring to the highly professional organisation of the event. ‘Taken together, the ambience of the Hofburg Palace, the experienced level of the organisation and the quality of Austrian wines impart a positive, accurate and sustainable image of the Austrian wine sector to our guests’.

Along with the key markets of Germany, Switzerland and the USA emerging markets in Asia and South America are particularly interesting for the AWMB, so these countries are given special attention in invitation management. In addition, the AWMB expects a further push for Austrian wine exports in the expansion of invitations to secondary markets such as Denmark, the Benelux countries and Scandinavia. ‘Now that more and more winegrowers are striving for export sales, it is important for us not to serve just a few markets, but to occupy a fine-wine niche in the top quality segment in many countries around the world’, explains Chris Yorke, commenting on the export orientation. ‘In this, VieVinum figures as a central event for our winegrowers, helping them to expand their international network’.

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