Austria’s largest and most prestigious wine fair VieVinum, which took place last month in Hofburg in Vienna, brought together a wide variety of the country’s wineries all in one place. The event has shone a light on Austrian wine and made the rest of the world take notice. db finds out more.
The 2026 edition saw around 500 Austrian wineries present their wines to an international audience of industry experts. As tastemakers flocked from all corners of the world, the general chatter at the show reinstated the country’s winemaking prowess and untapped appeal. Could it be there are still opportunities ripe for discovery in Austrian vineyards? Almost certainly.
Indeed, the scene has a lot to offer. For instance, 95% of Austrian wineries are family-run and 25% of the country’s vineyard area are certified organic, which leaves the viticultural terroir a landscape shaped by time, care and integrity offering lots of appeal, especially to wine fans who are looking for authenticity and character instead of over-production. This is a nation that cares about its wine and its people. It also has a hint of adventure still buried beneath the soil or yet to be poured from each bottle and those who are in the know are making an annual trip to Austria a must-attend on their calendars for the year.
Looking at the network supporting the sector, the Austrian Wine Marketing Board (AWMB) has also played an integral role in moving VieVinum further forwards. After all, it invited around 1,000 trade professionals from across more than 50 different countries to Vienna to see the country showcase its wares. That’s confidence. Especially since these invitees included some of the world’s best sommeliers, international media and wine importers, as well as a number of leading figures from the global wine industry. It kept the fair buzzing and people constantly moving, discovering more as they explored the fair.
Environmentally conscious
Speaking about the fair as part of a popular culture mindset and showcasing their relevance to today’s drinkers, Austrian Wine CEO Chris Yorke explains that, when you look at what VieVinum has achieved, “the huge international turnout clearly shows that Austrian wines are in tune with current trends”.
Yorke also points out that the more people learn about Austrian wine the more this has a halo effect on the marketplace. He explains that, already, attendees this year have been recognising that. He says: “Austrian wines are known for their high quality and environmentally conscious production methods, not to mention their freshness and lightness”. These elements were, he observes, the kind of qualities that have been notable for having been considered to be “currently much sought-after among international wine consumers”.
Describing what makes the fair stand out, db‘s Gabriel Stone admits: “I love the confident focus of VieVinum as a celebration of Austrian wine and the people who make it.”
Stone highlights that “the diversity and quality on show, not least at the excellent masterclasses, deserves to inspire better representation of this country on any thoughtful wine list. Add in the event’s efficient organisation combined with its city centre, magnificent Hofburg setting and you quite possibly have the perfect trade show”.
Export relevance
Organised by M.A.C. Hoffmann, VieVinum has, over the years, been fundamental to ensuring the long-term success of Austrian wine exports. This is something that has also been integral since the very first edition of the fair in 1998. Considering this, Yorke highlights the opportunity and how “Austrian wines already enjoy a very high market share in the domestic market, which leaves them little potential for growth”.
Hinting at the way things are going in terms of the credibility and reputation of Austrian wines, Yorke also admits he is keenly aware that expansion is possible on a global scale, especially with the quality on display at VieVinum. Yorke says: “That’s why exports are so important for us” because “every bottle sold on the international market takes the pressure off the domestic market and opens up additional perspectives for the Austrian wine industry”. It is in examples like this that Yorke says continue to underline “the huge significance of VieVinum”.
As part of its unwavering support for VieVinum, AWMB hosts international guests, organises curated tastings and provides a supporting programme, including hospitality services such as restaurant- and lounge areas for VIP guests. As such, the AWMB plays a crucial role in assisting VieVinum in establishing itself as the central platform for the international success and visibility of Austrian wine.
Capturing global attention
For 2026, Austrian Wine has already welcomed an outstanding line-up of international guests to Vienna, including top sommeliers Raimonds Tomsons (ASI Best Sommelier of the World), JorisGutierrez Garcia (ASI Best Sommelier of the Americas), and Reeze Choi (ASI Best Sommelier of Asia & Pacific) who offered an informative insight into the profile of Austrian wines and the influence of the diverse terroir. Using three grape varieties, they demonstrated how these wines develop differently across various wine regions, soils, and climatic conditions, revealing unique characteristics in each context.
In addition to this, these were joined by dozens of Masters of Wine and Master Sommeliers from around the world who enjoyed experiencing the diversity and quality of Austrian wines first-hand. Most notably, the strong international turnout at this year’s fair has also solidified the primary and very key role that VieVinum plays in creating new commercial relationships and fostering long-term export partnerships.
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