A cooperation between the Austrian Wine Marketing Board (ÖWM) and Austrian Airlines has led to the training of over 100 Austrian wine experts for the airline. Starting in 2026, Austrian Airlines Business Class passengers will receive professional guidance on Austrian wines. According to ÖWM, each long-haul flight will feature an “Austrian Wine Expert” on board.
The airline and the national wine marketing body have been collaborating for several years, but in 2024 they launched a dedicated training program. More than 100 flight attendants have since been certified as wine experts. According to ÖWM, the multi-day training course included three modules: wine knowledge, sensory evaluation & tasting, and service & communication. Participants learned everything from Austria’s winegrowing regions and wine categories to food pairing and guest wine consultation.
Chris Yorke, Managing Director of ÖWM, said: "We’re thrilled that the Austrian Wine Experts take our long-standing partnership with Austrian Airlines to the next level. Austria’s wine culture is unique worldwide and an essential part of our national identity. These experts will play a key role in introducing international passengers to Austria’s outstanding wines – before they even land!"
The Austrian Wine Experts are already active in Business Class on both short- and long-haul flights. By 2026, the number of certified experts is expected to rise to around 250 – enough to ensure at least one wine expert is present on every long-haul Austrian Airlines flight. They’ll be recognizable by a special pin, shaped like the capsule of an Austrian wine bottle, worn on their signature red uniforms, as well as by a name tag identifying them as Austrian Wine Experts.
Even after their certification, these wine ambassadors will be invited to further training sessions in Austrian wine regions and have the chance to participate in tastings in Austria to stay current and expand their knowledge.
Other airlines, such as Emirates, also train their staff in wine knowledge. Some, like Singapore Airlines, even rely on the expertise of Masters of Wine.
