Fresh impulses

Viticulture in transition: “A major challenge”

Winegrowers' Day with a number of awards and a selfie in the relaxed atmosphere: Liegenfeld (right) was elected president for the fifth time.(Bild: Reinhard Judt)

From wooing younger target groups to legal simplifications - winegrowers want to boost sales. The focus is also on four key areas.

Yesterday's Tradition Day at the Martinsschlössl in Donnerskirchen showed just how diverse winegrowing is. Andreas Liegenfeld, who was re-elected as winegrowing president for the fifth time at the delegates' meeting, opened the event with a pleasing summary. In his speech, Wein-Burgenland Chairman Herbert Oschep called for balance and more fairness in the context of the current debates surrounding the topic of "wine and health": "In order not to convey a false image, personal interests must always take a back seat."

Moving with the times
Our winegrowers are moving with the times. Further development is also reflected in the legal framework. Austria's winegrowing president, Johannes Schmuckenschlager, announced targeted adjustments that should make everyday work easier for businesses. The same applies to measures developed in Brussels.

"The aim is to relieve the wine market and provide helpful impetus to drive sales forward again," said Schmuckenschlager. Head of the Chamber of Agriculture Nikolaus Berlakovich promised active support in his role as Vice President of the EU farmers' association COPA.

Four major priorities
The four focal points "anti-alcohol movement", "no/low alcohol trend", "wine tourism" and above all the "target group of 20 to 35-year-olds" are a particular focus for Austria's wine marketing, as Managing Director Chris Yorke explained. The red-white-red wine queen Hanna I can only agree: "The younger ones are the customers of tomorrow."