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Gewählte Master / Diploma Thesis:

Matthias Haburka (2021): Market Analysis of Austrian and German wines on the US e-commerce Market.
Master / Diploma Thesis - Institut für Marketing und Innovation, BOKU-Universität für Bodenkultur, pp 60. UB BOKU obvsg

Data Source: ZID Abstracts
Germany and Austria are two lesser known European wine producers in the USA. They produce high-quality wines, but within the United States do not have the same level of exposure or sales that other imported wines do. It is clear that the US is a major consumer of alcoholic beverages from around the world and will grow even more in the future. The question is how can Austria and Germany become more relevant suppliers in the States and captialize on the future growth in demand? By developing an understanding of the available sales channels, as well as hurdles international importers must overcome, it was possible to discern paths that may lead to greater attention and demand for A/G wines. This was done by creating a analyzing existing studies of Austria's and Germany’s wine positioning in the USA and research of currently available statistical data, as well as the conduction of qualitative interviews with experts in the field of import, distribution, and A/G wines. Among the resulting opinons and data on potential avenues for import growth, a developing theme was the coming to terms with present trends, such as low sugar wines, and the development of the varietal and sparkling wines categories along with the relatively recent emergence of wine e-commerce platforms.

2. Beurteilende*r: Haas Rainer

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