Against all expectations, Austria’s wine exports increased again in 2020: volume rose to 67.4 million litres (+6.3%) while revenue reached a new high of 187.3 million euros (+2.4%). Alongside the main export market of Germany, the other key markets of Switzerland and the Netherlands also showed upward trends. While the USA and Asia declined, the monopoly markets of Scandinavia and Canada showed particularly strong growth.
EXPORT REVENUES REACH RECORD HIGH
Statistics Austria’s 2020 wine export figures for the full year are cause for celebration: Austrian wines recorded astounding growth in both volume and revenue. A total of 67.4 million litres (+6.3%) valued at €187.3 million (+2.4%) was achieved – a new record in terms of export value.
At the end of 2020, the Austrian Wine Marketing Board (AWMB) was expecting a slight decline in total exports at around 62 million litres (-2.4%) and a value of €175 million (-4.4%). These forecasts were based on export figures up to September and the ongoing challenging global situation. However, exports increased significantly during the last quarter. “The 2020 export figures represent an incredible performance by the Austrian wine industry!”, explains Chris Yorke, CEO of the Austrian Wine Marketing Board. “Despite all the major wine trade fairs and events being cancelled, and pubs, restaurants and shops staying shut for months, we saw an increase in both volume and value. This demonstrates the great appeal that Austrian wine now enjoys around the world.”
MORE WINE EXPORTED VIA TRADE CHANNELS
The greater increase in export volume compared to value indicates that less Austrian wine was distributed in the international on-trade market because of pandemic restrictions, while more was sold via online and offline sales channels such as multiple grocers and wine specialists. This also resulted in a slightly lower average price of €2.78 per litre (2019: €2.89).