Competitive Landscape
A Fragmented Competitive Environment
Wine in Austria remains highly fragmented, as demonstrated by the modest shares held by leading companies. In 2025, Weinkellerei Lenz Moser AG secured the highest total volume share at 6%, followed by Rewe International AG at 4%, and Henkell Freixenet Austria GmbH at 3%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Austria?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Austria - Category analysis
Key Data Insights
Wine Summary
Winzer Krems and Wegenstein Respond to Changing Drinking Habits with Non Alcoholic Launches
Consumers Shift From Still Red to Lighter, Convenient Options
Retailers Introduce Pet Bottles to Address Deposit System Changes
A Fragmented Competitive Environment
Spar Retains Shoppers by Leveraging Broad Supermarket Coverage
Specialist Online Stores Secure a Niche as Major Grocers Pull Back
Alcoholic Drinks in Austria - Industry Overview
2025 Developments
Key Data Insights
Shifting Drinking Habits among Younger Demographic
Stibitzer’S Expansion Demonstrates Rtds’ Appeal as Beer Leads in Scale but Not Growth
Höllinger’S Non Alcoholic Launches Reflect Demand for Moderation and New Experiences
Younger Adults Drive Moderation as Rtds Gain Favour
Producers Expand Non Alcoholic Lines to Counter Falling Demand
Sluggish Gdp Growth Limits Rebound While Lighter Drinks Gain Ground
Brau-Union’S Shrinking Lead Highlights Shift to Local Brewers
Discounter Players Expand Beer Range as Deposit Law Reshapes Retail
Grocery Retailers Cut Online Sales as Costs Rise and Margins Fall
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Taxation and Duty Levies
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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