Overall wine sales remained at a low level in 2021 as horeca consumption remained curbed by early closing hours, temporary closures and home seclusion. However, in contrast to 2020, rising off-trade volumes was sufficient to compensate for the drop in on-trade consumption, enabling total wine volume sales to rise in 2021.
Manufacturers have focused on niche areas to drive growth in off trade wine sales. The pandemic resulted in a continuing shift towards domestic wine brands at the cost of imported alternatives.
Sparkling wine continued to benefit from the abolition of a special tax in July 2020, brought about to support domestic manufacturers through the pandemic. The tax had been re-introduced in 2014 and was EUR1.
Overall wine consumption is expected to see good growth in the forecast period driven by the recovery of on-trade volume sales. Along with the removal of restrictions in horeca, Austrians are expected to return back to their usual habits in terms of going out and socialising very quickly in 2022.
Although consumption of wine will stagnate towards the end of the forecast period, resulting in a decline in volume sales, the trend towards drinking premium wines will support value growth in still wines, in both the off and on trade. Consumers are increasingly aware of the differences in wine quality and are becoming more interested in sampling the variety of wine on offer.
In line with international trends, Vermouth has strong growth potential in Austria in the forthcoming years. In the review period, it gained much consumer attention through word of mouth recommendations and the emergence of new mixes in the horeca channel.
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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 Definitions
This report originates from Passport, our Wine research and analysis database.
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