Selling Grüner Veltliner online an Interview from Mariëlla Breukens with Thomas N. Burg, edited version first published on Wijnkronieken, 26 April 2010

this is the unedited version

Tell me something about yourself. Is this hobby or a living? Do you have another occupation?
I worked for 10 years at the Donau-University Krems amidst the premier white wine growing regions in Austria: Wachau, Kremstal, Kamptal, Traisental. Besides heading the Center for New Media I began to investigate the wines in the vicinity. Since 2005 I mainly worked as an online marketing consultant. In parallel I started with a continuing education program at the Austrian Wine Academy and in December 2009 the shop burgWeine turned the hobby into a business.
Why only Grüner Veltliner? What makes it so special?
There were several reasons why I chose to start with Grüner Veltliner. From a marketing perspective I was looking for a niche that is big enough while being small enough at the same time. I think Grüner Veltliner is a well known international brand in the wine lover’s community. I don’t need to explain too much in terms of what Grooner really is.
Grüne Veltliner is not only a niche but it’s also a very promising grape variety that successfully conquered the palates on our planet. Grüner Veltliner developed – over time – from a grape for mass wine production into a distinguished variety that competed successfully with Chardonnay, Sauvignon Blanc and Riesling as the permier white wine variety. It reflects many differents styles and soils. Grüner Veltliner’s scope reaches from easy young and fresh wines to very serious and powerful one and even sweet wines are produced.
Are there any good websites, articles or books on GV?
Information is very scattered and as far as I know there is only one book in German from Rudolf Knoll, Der Grüne Veltliner. Eine Karriere, Wien 2002.
Is GV appreciated enough in the wineworld?
I think during the last 10 years the Grüner Veltliner made it’s way into the hearts and glasses of wine lovers around the globe. Based on excellent quality Grüner Veltliner showed up as an alternative to Chardonnay from the Burgundy. It’s still better priced and offering equal and sometimes better quality. One of the main strengths of Grüner Veltliner is its suitability as food companion. From sea food, fish to white meat, vegetables and even chocolate. You’ll always find a good fit.
Can you tell something about the history of GV?
To make the long story short (there is no comprehensive article/book written yet) the Grüner Veltliner is at home in Austria and some of it’s neighbouring countries. The name Grüner Veltliner is misleading because based on ampelography it is not related to the other Veltliner varieties. Weißgipfler (relating to the Traminer family) might be the more apt name. The Traminer is one of the parent grapes of the GV and in 2009 another parent was found in the Burgenland, Austria, the St. Georgen Rebe. It is said that already the Romans drank it. One of the first historical documents dates from the early 18th century. By then the grape was called Grüner Muskateller. This name lasted until the 1930s. The GVs hightime started in the 1950 closly related to the Lenz Moser style of winegrowing. Until the mid 1980s the GV was used mainly for mass production. And only when the vintners started to reduce quantity both very elegant and complex wines emerged. Wines that competed successfully with Chardonnays from Burgundy. Nowadays a “Grooner” or “GruVe” as it is sometimes refered to is regarded as an excellent grape variety that goes particualrly well with food.
What is you favorite GV?
Impossible to tell. There are so many good ones. Currently I like GV Hundsberg 2007 from Leo Uibel and Alte Reben 2008 from Ebner-Ebener. Both are from the Weinviertel. A region with excellent terroir for Grüne Veltliner.
Do you drink other wine? If yes, which ones?
Oh yes, out of interest I drink other white wines as well. It’s also necessary to know what’s possible with white wine. I like the white wines from Friuli, Italy I do prefer Grüner Veltliner though. Regarding red wines I do have a broader spectrum of intake. Blaufränkisch, Tannat and Pinot Noir are my favourite varietes.
Why a webshop?
Having a webshop is the most natural way of selling wine today. It makes it easy for consumers to browse your inventory and to order. More and more people are turning to the web to do their shopping. You are not bound to opening times and you can access the stores from at home or at work. It’s also cheaper to run an online store.
How do you use social media? What is your view on their impact?
I’m using social media since it was invented (well almost) being myself the initiator of one of the first conference on social media – http://blogtalk.net. Thus I strongly believe that Social Media will (and already has done so) transform how we use the computer and the net. It’s a change in internal and external communications. Concluding: I think that by using Social Media you can improve your business, communications and/or productivity.
You also sell abroad. How is it going? Is there enough interest already?
Yes I sell to many EU-countries. Demand is traditionally high in Germany and the Netherlands. Switzerland is also interesting but since it’s not a EU-state it’s more complicated and more expensive. That’s gonna change soon. Switzerland will get Grüner Veltliner from burgWeine soon -
What about shipping costs? How do you handle that?
I’m shipping with GLS a European service with decent pricing. Still some countries – the Iberian peninsula and Greece are far away and thus it’s expensive. Germany, Austria, BENELUX and Austria’s neighbouring countries have plausible shipping fees.
Are there any problems shipping wine to European countries?
One of the obstacles of selling wine within the EU is the so-called excise tax. Some of the member states – like the Netherlands or Belgium or the UK and Ireland – have it and it makes the process a little cumbersome for the retailer. The consumer won’t recognize it though. Most radical obstacle is Sweden; they do have a monopoly thus you need to have a Swedish license to sell wine.
Are there countries where GV is much appreciated, and countries where it isn’t appreciated at all?
I think first of all Austria is the country with the highest appreciation of GV in relative terms. In absolute numbers – and I think it’s difficult to estimate – is Germany, the USA, UK, Netherlands and Switzerland. The numbers are derived from export statistics.