5 questions for Chris Yorke
As CEO of the Austrian Wine Marketing Board, Chris Yorke knows all about the country's fantastic wines. And he knows how to share his enthusiasm with people abroad. His international background - born in England, studied in Switzerland, worked in Germany and New Zealand - comes in handy. - TEXT MARJOLEIN SCHUMAN
You started in Austria in 2020. What do you want to achieve?
'First of all, I would like to say that I get to lead a great team in a great wine country. Austria has been moving along an extraordinarily exciting and successful path for many years, which I have been able to observe while working in New Zealand.' (Chris worked for 15 years at the trade association New Zealand Winegrowers, ed.)
'I think it is very important for us to get off to a flying start after the very difficult year 2020. Did you know that despite covid, we were able to increase exports even in 2020? That shows how popular our wines are now worldwide, and we want to increase this success with everything in our power.
In the home market, I still see a lot of potential in wine tourism. In my opinion, Austria is the best destination in the world: all the wine-growing regions are just a stone's throw away ...'
What are typical characteristics of Austrian wine?
'Freshness, elegance and ageing potential! There is simply no other place on earth where refreshing wines are so concentrated, or where opulent wines show such elegance.'
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