#237 Wine Brain vs. Open Mind? What Austria’s NA Scene Teaches Us

Fresh from Vienna, I’m diving into the latest trends in Austria’s
alcohol-free scene. A whole trade show dedicated to NA drinks?
That says a lot. But while interest is booming, perspectives
couldn’t be more different.





We’ve got two camps:


The Traditionalists – searching for dealcoholized wines but
struggling to let go of their "wine brain."


The Curious Explorers – embracing everything from kombucha to tea
and beyond.





Where does Austria stand in the global NA movement? What role
will gastronomy and retail play in shaping the future? And most
importantly - what does this mean for the industry?





Let’s break it all down. And tell me: Have you tried an Austrian
NA product yet? Drop your tasting notes in the comments!





Alexander Gottschalk
(https://www.linkedin.com/in/alexander-gottschalk-641838223/)





Shownotes:


(00:00:00) Why Austria is an interesting NA market


(00:04:43) How Gastronomy approaches to alcohol-free (Teaser)


(00:05:34) The two types of tasters 


(00:11:26) Use on-trade for brand building


(00:13:18) Key messages from the talks


(00:16:15) What we all should do