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The Master's programme in International Wine Marketing at the Burgenland University of Applied Sciences focuses intensively on the views and perspectives of wine customers in studies such as these.
Eisenstadt, 24th of September 2024- For many consumers, buying organic products has become the norm. However, little research has been carried out concerning organic wine, at least as far as the Austrian market is concerned. In her thesis, Julia Haltschuster, a graduate of the International Wine Marketing Master's programme at Burgenland University of Applied Sciences, asked herself how willing consumers are to buy organic wine in Austria, how much more they are prepared to spend on it and whether there is a difference according to gender and age.
We know from American studies that younger people, women and people who also tend to buy environmentally friendly products are more likely to choose organically certified wines. Wine producers in Austria do not yet have any data on this that they can use as a guide.
Julia Haltschuster, graduate of the Master's programme in International Wine Marketing at UAS Burgenland
She herself works at a winery in Gols in Burgenland, which has been producing exclusively certified organic wine for 20 years. 438 people took part in her online survey. 369 data records were included in the sample.
After analysing the data, it was found that the "organic" certification can be seen as the most important certification. Over 70% of those surveyed were aware of the certification and around 50% had already bought wine with this certification. Haltschuster was able to find out that the willingness to buy certified organic wine is generally higher than for wine produced sustainably (taking into account the sustainable work of the winegrowers, e.g. less fuel consumption in viticulture) or biodynamically (with as little artificial intervention as possible from outside on the vines or the wine). "I was actually surprised by the results," says the graduate.
In principle, consumers are also prepared to pay more for organic, biodynamic and sustainably produced wine, up to one euro more than for conventionally produced wine.
What international scientific studies clearly show, namely that women and younger consumers are more likely to buy organically certified wines, was not confirmed for the Austrian market by the study carried out at the Burgenland University of Applied Sciences. Nevertheless, the results may be of interest to winegrowers, retailers and restaurateurs.
As has been clearly shown, the willingness to pay for wines with organic certification is higher than for wines without certification. This could be a decisive factor for companies to strive for organic certification in the future. It may also be interesting for wine merchants or restaurateurs to include wines with certifications in their product range in order to be able to offer a wider selection to customers.
Julia Haltschuster, author of the study
46% of respondents were 35 years old or younger, 37% between 36 and 55 years old, 17% over 55 years old. Around 62% of respondents were female, 36% male and less than 1% diverse. The majority of respondents (40%) live in a two-person household. The most common net household income per year here is between €40,000 and under €60,000. The second largest group is the household size of two people with a net household income of €20,000 to under €40,000 per year.
In contrast to other training and further education programmes on the subject of wine, the Master's degree programme in International Wine Marketing at Burgenland University of Applied Sciences focuses intensively on the viewpoint and perspective of wine customers in studies such as these. In this way, exciting and new insights can be gained on an ongoing basis.
Julia Haltschuster, born in 1997, lives in Jois in Burgenland. She completed a Bachelor's degree in International Business Relations and a Master's degree in International Wine Marketing at the UAS Burgenland. She gained professional experience at various wineries and currently works at the Judith Beck organic winery in Gols, specialising in exports. Organic wines have been produced and marketed there very successfully for 20 years.
Master's degree programme - International Wine Marketing - 4 semesters - part-time with attendance classes at weekends - academic degree "Master of Arts in Business" - place of study Campus Eisenstadt - admission: relevant bachelor's degree programme at a university of applied sciences or diploma programme at a university of applied sciences or an equivalent degree programme at a recognised domestic or foreign post-secondary educational institution; graduates can find possible professional fields in marketing management and sales, purchasing, food & beverage management and specialist media. The programme is taught in German and English. There are no tuition fees.
Further information:
Mag.a Christiane Staab
Marketing & Communication
Fachhochschule Burgenland GmbH
Tel: +43 (0)5 7705 3537
E-Mail: christiane.staab@fh-burgenland.at
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