Austria sees strong sales for US and UK following marketing boostBy Arabella Mileham
Austrian Wine has seen a boost in sales in the UK and US in recent weeks following one of its largest retail campaigns across the independent sector.
The campaign saw more than 50 UK wine merchants and 100 from the US advertise their Austrian wine portfolio throughout February under the ‘It’s Austrian Wine Time’ slogan in order to raise awareness of Austria’s unique wines.
During the marketing boost, around 80 online wine tasting sessions were held, mostly through digital channels, introducing hundreds of wine enthusiasts to Austrian wines in both countries. Social media support from participating stores helped ensure Austria’s wines remained in the public eye, with US merchants clocking up around 200 social media posts to keep Austria’s wines top of mind.
Austrian Wine noted that the campaign had been an opportunity for some merchants to boost their Austrian portfolios, and add in new winegrowers to the shelves, while others used price campaigns to boost sales, or created special wine packages to enable customers to experience the diversity of Austria’s regions, and draw attention to its growing red wine offering.
The response to the campaign was “unanimously positive”, the marketing body said, with some retailer reporting double- or triple-digit volume growth.
Austrian Wine’s CEO Chris Yorke said the campaign had been a great success. “The purpose of ‘It’s Austrian Wine Time’ was to increase demand for Austria’s outstanding wines in our key export markets of the UK and the USA, as well as getting our winegrowers onto new dealer listings. Judging by the feedback from the wine merchants, the campaign has been a great success,” he said.
The retailers with the best concepts in each country are being rewarded with a trip to Austria. The winning US retailers – Washington DC-based Cork and Fork , Waterford Wine & Spirits in Wisconsin and The Raleigh Wine Shop in North Carolina – have been invited to Austria’s wine fair, VieVinum 2022, while the three UK winners – Lola Provisions in Leamington Spa, Tring’s Urban Craft Wines and Cornelius Beer & Wine in Edinburgh – have won a trip to visit Austria’s winegrowing regions in September this year.
Please click here to read the The Austria Report 2020 by the drinks business, which was compiled with the support of Austrian Wine