Gebr Heinemann builds on Sense of Place with new Vienna concept

The new destination concept Austrian Region of Delight caries a broad range of local specialities


AUSTRIA. Gebr Heinemann’s Austrian division has unveiled a new retail concept at Vienna Airport’s Travel Value & Duty Free stores, called ‘Austrian Region of Delight’ (‘Genuss Region Oesterreich’ in German).

The concept features destination items from the city and region, inspired by the slogan “˜Greetings from Austria’.

Gebr Heinemann Co-owner Gunnar Heinemann and Austrian Minister for Agriculture Niki Berlakovich unveil the new retail concept at Vienna International Airport


“We want to give our product range at Vienna Airport a truly Austrian flavour with typical regional products,” explained Gebr Heinemann Co-owner Gunnar Heinemann. “From the Austrian Region of Delight products, we have chosen some highlights that characterise the country so that from now on, travellers from all corners of the globe will be able to take a piece of Austria with them. We plan to carry on expanding the scheme over the coming years.”

Austrian Minister for Agriculture Niki Berlakovich, Patron of the Austrian Region of Delight initiative, welcomed the cooperation agreement. “I’m pleased that Austrian Region of Delight products can now be enjoyed at the airport,” he said.

“Given that thousands of people from all over the world come together here every day, this is an opportunity to bring top quality foodstuffs from Austria to an international audience. With air travellers taking a piece of Austria away with them, our products will carry the message of good Austrian taste.”

In the past year over 180,000 chocolate balls known as Mozartkugel – equivalent to nearly 29 tons of the classic Mirabell confectionery range – were sold in Gebr Heinemann’s Travel Value & Duty Free shops in Vienna.

Austrian wines are also a key destination purchase, making up 95% of the in-store selection. Gebr Heinemann Wien GmbH Managing Director Mario Strasser said: “Our high quality wines are internationally renowned, so we are offering customers a premium product at a good price – even if they only buy one bottle.”

Between 2005 and 2009, wine sales expanded by almost +65%, the retailer said. In 2009 alone, 82,000 bottles were sold through the Travel Value & Duty Free shops – a rise of +15% on the previous year, although passenger numbers fell in 2009 because of the economic crisis. “Our goal is to sell more than 100,000 bottles of Austrian wine in 2010,” said Strasser.

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