Austria introducing certification for sustainable winery operations
Austria's wine industry is working to become even more sustainable with the introduction of official certification for sustainable wineries and their wines.
The sustainability program was introduced by the Austrian Winegrowers' Association, in cooperation with leading scientific institutions, on National Viticulture Day, which fell on June 24 last year.
The program is now entering its operative phase that will ultimately culminate in the certification of sustainable working wineries.
"Sustainability shouldn't be just a catchword, but must be defined, verified and guaranteed," said Johannes Schmuckenschlager, president of the Austrian Winegrowers' Association.
"With the online tool, created after three years of research by leading scientific institutions, the Austrian wine industry gets an instrument that also sets international standards," he added.
The Austrian Wine Marketing Board, or AWMB, developed a communication strategy and graphic implementation on behalf of the association.
Initial results of the strategy were presented on the AWMB's marketing day, Jan 21, at the Austria Center in Vienna. Further developments were made following extensive feedback from winemakers including the design of a logo integrated with that of the AWMB.
Certified wineries can use either the logo in color or black and white or simply text that includes the URL on their wine bottle labels.
Information about the program as well as a link to the online login area for winery self-evaluation can be found via the Internet addresses sustainableaustria.com for English and nachhaltigaustria.at for German.
"Environmental awareness, high social standards and economic success are in no way contradistinctions, but are now seen as new, important business goal priorities," said Willi Klinger, managing director of the AWMB. "Because consumers are increasingly demanding more responsibility from business and the economy, the topic of sustainability is becoming more important also in marketing."
The program has received positive reaction from Austria's winemakers and extensive participation and first certifications are expected soon.
zhuanti@chinadaily.com.cn
(China Daily 03/27/2015 page18)
