Happening in between Vinexpo years, the objective of VieVinum is “for expanding trade”, according to AWMB managing director Willi Klinger.

“It was one of my strategic objectives to bring in new buyers from the emerging markets,” he added, citing Asia and eastern Europe as areas where Austrian wine sales are historically weak.

AWMB has this year invited 840 guests from around the world, including 500 buyers and 250 journalists, compared to about 700 in 2008. “We will analyse the success of this year’s event before deciding about 2012,” said Klinger.