The Austrian Wine Marketing Board has launched a new brand to attract a younger generation of drinkers: rot weiss rosé, or RWR. 

Translating to red, white, rosé, the board said that it wanted to adopt a new approach to formats and language that felt more playful. 

It continued that the RWR brand aims to do this, alongside acting as a platform for “exchange, experiences and discoveries”. 

The Austrian Wine Marketing Board said that the brand follows data it collated on what millennials and Gen Z in Austria really thought about wine. 

In a survey, the board asked 700 young people between 20 and 25 about their drinking habits. It found that 84% of respondents drink, with 67% saying they drink wine at least occasionally, 56% saying the same for beer and 53% for cocktails. 

The surveyed group praised the taste, conviviality and relaxation associated with drinking wine, however criticised the lack of accessible knowledge on the subject. 

The board said that RWR aims to bridge the knowledge gap in young wine consumers by conveying information in a straightforward way – keeping the language around the brand simple and avoiding jargon. 

Chris Yorke, CEO of the Austrian Wine Marketing Board, said: “We don’t want to reinvent wine but to enable people to experience it differently.” 

On selling to a younger audience, Yorke said it was vital to communicate: “Without specialist jargon, without making people afraid to set foot in the door, but with a real joy about discovering things.”