The role of sommeliers for Austrian wines by Willi Klinger

Willi Klinger, the managing director of the austrian wine marketing board talks about the essential place of the sommelier for the international development of austrian wines.

Why have Austrian wines chosen to sustain the ASI?

Willi Klinger: Well, what I can tell you is why Sommeliers are so important for Austrian wines. We are a very nice category of wine, we have unique, precious wines but we are yet a little unknown when it comes to wines on a global scale, so what we need is wine education, we need people who explain the wines. And who better to explain wines than a sommelier who is at the table when you chose your wine. So we always decided to work with people who are knowledgeable about wine and who explain wine to people, that is our niche strategy.