Selling wine in Austria: challenges, opportunities, and consumer trends according to VinoVistara

Before talking about VinoVistara, I'd love to know your personal story. How did your passion for wine begin, and what inspired you to turn that passion into a business?

Hello Mihaela, and thank you for your interest in our business, VinoVistara, and in Austrian wine market. 

My passion for wine started quite naturally through curiosity. I was always interested in products that carry a strong sense of place and story, and wine stood out because it connects agriculture, culture, and craftsmanship in a very direct way.

Over time, tasting and learning turned into a deeper journey. I decided to study more formally as a sommelier to better understand the regions, styles, and people behind the wines.

VinoVistara came out of that process quite organically. Living in Austria, surrounded by great wine culture, I also saw many smaller, authentic producers from regions like Moldova that were not well represented. I wanted to help bring those wines and their stories to a wider audience — and that’s how the idea of turning passion into a business really took shape.

Austria is a mature wine-producing country with strong local traditions. How would you describe the Austrian wine consumer? Are they generally loyal to domestic wines, or are they open to discovering wines from countries such as Moldova and Italy?

The Austrian wine consumer is quite mature and well-educated when it comes to wine. There is a strong natural loyalty to domestic wines, especially given the high quality and identity of Austrian regions like Wachau, Kamptal, or Burgenland.

At the same time, I would say Austrian consumers are also very open-minded. There is a real curiosity for discovery, especially among younger consumers and wine enthusiasts who travel or follow international wine trends.

So it’s really a balance — strong pride in local wines, but also a growing interest in wines from regions like Italy, France, and increasingly from lesser-known origins such as Moldova. That openness is exactly where I see a lot of potential for storytelling and for introducing new producers.

What have been the biggest challenges in introducing lesser-known wine regions and producers to the Austrian market? Have there been any surprises—positive or negative—along the way?

The biggest challenge has been awareness and perception. When you introduce wines from lesser-known regions, the first hurdle is simply that people don’t have a reference point — they don’t know the region, the grapes, or the producers. So you need to build trust from the ground up.

Another challenge is competition. Austria already has an extremely strong domestic offer, and consumers are also very familiar with established international regions like Italy or France. So positioning something “new” means you really need a clear story and strong quality to stand out.

At the same time, one of the biggest positive surprises has been how receptive people actually are once they taste the wines. When there is quality in the glass, curiosity quickly replaces hesitation.

And a negative surprise, if I can call it that, is how much effort it sometimes takes to get that first tasting opportunity — but once that barrier is crossed, acceptance is usually much faster than expected.

As an importer and retailer, what are the main difficulties you face today? Is it competition, price pressure, changing consumer habits, logistics, or something else?

The main difficulty today is that it’s not just one factor — it’s a combination of several pressures happening at the same time. Competition is definitely strong, especially in a mature market like Austria, where consumers already have access to very high-quality domestic and international wines. On top of that, price pressure is increasing, particularly in the entry and mid-range segments, where consumers are becoming more cautious about spending.

At the same time, consumer habits are changing. People are drinking less, but more consciously — they’re looking for quality, authenticity, and sometimes also lower-intervention or niche styles. That shifts how you position wines and how you communicate value.

Logistics and costs have also become more complex, from transport to import structures, which adds another layer of challenge for smaller importers. That is especially acute these days. So overall, it’s really a mix — but I would say the biggest challenge is not one single factor, it’s adapting quickly to all of them while still keeping a clear identity and focus.

You've built a strong presence through digital content and social media. In your experience, how much does storytelling influence purchasing decisions compared to traditional factors such as price, ratings, and brand reputation?

Storytelling plays a much bigger role today than many traditional factors — but it doesn’t replace them, it works alongside them. Price, ratings, and brand reputation are still important because they build trust and set expectations. But in a crowded market, they often don’t create differentiation on their own.

What storytelling does — especially through digital content and social media — is give meaning to the bottle. It connects the consumer to the producer, the origin, and the idea behind the wine. And that emotional layer often becomes the deciding factor when people are choosing between several similar options.

In my experience, especially with lesser-known regions and producers, storytelling is often what creates the first point of interest, while quality in the glass confirms the decision.

Looking ahead, what changes do you expect in wine consumption over the next five years? What opportunities and threats should wineries and wine professionals be preparing for today? 

Over the next five years, I expect wine consumption to become more selective and experience-driven. Overall volumes may continue to decline in some markets, but interest in quality, authenticity, and unique stories will keep growing.

At the same time, Millennials and Gen Z will play an increasingly important role in shaping consumption trends. How the industry manages to attract and engage these groups — through communication, accessibility, and relevance — will strongly influence the future of wine culture.

Consumers will likely drink less, but better, and they will care more about origin, sustainability, and production methods. Digital discovery will also continue to grow in importance.

For wineries and wine professionals, this creates both opportunities and threats. Smaller, authentic producers with a clear identity can stand out more than ever if they communicate it well. Storytelling and direct engagement will be essential.

The risk, however, is that generic wines without a clear positioning will struggle even more in a saturated and price-sensitive market. Ultimately, success will depend on adaptability and how well the industry connects with the next generation of consumers.

If you could give one piece of advice to a winery trying to enter the Austrian market for the first time, what would it be?

If I had to give one piece of advice, it would be this: don’t try to enter the Austrian market without a clear identity and a strong story behind your wines.

Austria is a highly developed and quality-driven wine market, so simply having a good product is not enough — consumers and professionals already have access to excellent local and international wines. What makes the difference is how well you can communicate what makes your wines unique and why they deserve a place on the shelf or in the glass.

At the same time, building relationships is essential. The Austrian market values trust, consistency, and personal connection, so investing time in importers, sommeliers, and tastings is just as important as the wine itself.

In short: quality gets you considered, but story and relationships get you listed and remembered.

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Salute e alla prossima!
E non scordarti: Sii curioso e assaggia sempre qualcosa di nuovo 🍷

👋🏻 Ciao, sono Mihaela Cojocaru DipWSET

Autrice del libro "Metodo WINExcel" - consigli pratici per esportare i tuoi vini con successo" 

Ideatrice dell'Associazione dei venditori di vino WINExcel Association www.winexcel.net

Export Coach 1:1  - WSET Educator  -  Sommelier AIS  - Docente export & digital marketing - Formazione finanziata

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