Austria launches by-the-glass push

Austrian Wines has unveiled a UK-wide on-trade promotion to boost the country’s by-the-glass sales.

Continuing until the end of April, the campaign is supported by a major consumer awareness-building programme. Facebook and Twitter pages will carry full details of all restaurant and bars offering Austrian wines by the glass, as well as the chance to win a trip to Austria, Riedel glassware discounts and some of Austria’s top wines.

Welcoming the positive response from the UK on-trade to this initiative, Austrian trade commissioner Georg Karabaczek, noted: “We have enthusiastic support from top West End London establishments like Home House members club and Texture restaurant which is selling FX Pichler’s renowned Riesling Federspiel from Wachau by the glass, to pubs like the Bull & Last in Highgate Road NW5 selling Birgit Eichinger’s Grüner Veltliner from Kamptal. Outside London, we have great interest too particularly in Scotland.”

To encourage the trade to get involved, the first 100 restaurants to sign up for the promotion will receive a box of 12 white and 12 red wine glasses from the Riedel “Degustazione” range, while sommeliers can win one of 10 trips to the wine regions of Austria.

For further information, visit: http://www.wineaustria.com

Gabriel Savage, 15.03.2011