How Austrian wine is making a strategic play for Gen Z consumers

How can young consumers be inspired by wine? The Austrian Wine Marketing Board has taken on this question with a dedicated campaign aimed at the new generations on the domestic market. The notable rise in Austrian wine exports in recent years has not changed the fact that the domestic market still dominates sales for the nation’s industry. Three out of four bottles of Austrian wine are sold within the country. And yet, wine consumption in Austria has been declining for some time, from per capita consumption of nearly 35 litres in 1980 to just under 26 litres today. Part of the explanation of t...