Austrian Wine Campaign Targets 20-35 Age Group as Research Shows Wine Tops Gen Z and Millennial Preferences

The Austrian Wine Marketing Board (ÖWM) has launched a new campaign aimed at attracting younger consumers to Austrian wine. The initiative, called “rot weiss rosé” (RWR), was officially introduced on November 26 at a launch event in Austria. The campaign comes after ÖWM’s own research showed that while Generation Z and Millennials drink alcohol less frequently than previous generations, wine remains their top choice among alcoholic beverages.

At the launch event, guests attended a five-course dinner where interactive activities were held between courses. According to ÖWM, these activities were designed to present wine as a vibrant and versatile cultural asset that brings people together. The approach avoided technical jargon and instead focused on creating the sense that wine is a shared experience.

The RWR campaign targets consumers aged 20 to 35. Its goal is to introduce Austrian wine through accessible experiences, events, and straightforward communication. The campaign emphasizes modernity, accessibility, and enjoyment, aiming to make wine appealing without being intimidating or dull. RWR plans to host events, tastings, collaborations, and digital content that showcase Austrian wine in new and engaging ways.

All events related to the campaign will be listed on the RWR website, which will serve as a hub for activities presenting Austrian wine in a fresh light. Chris Yorke, CEO of ÖWM, said that Austria stands for wine with deep roots but also openness and curiosity. He explained that RWR seeks to demonstrate that knowledge about wine does not have to be didactic and that enthusiasm often starts with a person’s first experience with wine.

Yorke added that the aim is to make wine approachable without technical language or barriers, focusing instead on genuine enjoyment and discovery. The campaign reflects a broader trend in the wine industry to connect with younger audiences by making wine culture more inclusive and less formal. Through RWR, ÖWM hopes to encourage young adults to rediscover Austrian wine and see it as something both traditional and innovative.