Austrian Wine Program Adds Food Marketing

Eisenstadt, Austria, April 14, 2026 — The University of Applied Sciences Burgenland is renaming its part-time master’s program in International Wine Marketing as it broadens the curriculum to include food marketing, a move the school says reflects changing consumer habits in Austria and abroad and is meant to improve job prospects for graduates.

The program, based in Eisenstadt and offered over four semesters, will be called Master of Wine and Food Marketing if it receives final approval from Austria’s quality assurance agency. The school said the revised degree is designed for students who want careers at the intersection of wine and food business, an area that now includes marketing, brand management, export sales, product development, digital communication and tourism-related work.

For more than 20 years, the university has trained marketing specialists for the wine industry. Alumni have gone on to work in wineries, wine trade and hospitality. But with wine consumption and other alcoholic beverage sales declining in Austria and in international markets, the school said it wanted a program that better matches current demand across the broader food and beverage sector.

Marcus Wieschhoff, the program director, said the new structure would help students understand international markets, analyze trends and shape the future of wine and food brands. The university said the course remains unusual in the German-speaking world because of its focus on international markets, guest lecturers from industry, field trips and specialized English-language instruction.

The program will admit 25 students. Classes are designed for working professionals and will meet on campus about every four weeks from Friday through Sunday, with additional evening online sessions during the week. There are no tuition fees.

Applicants need a completed degree from a recognized postsecondary institution in Austria or abroad. The university said it accepts backgrounds ranging from business to natural sciences and law. Instruction will be in German and English, with C1 proficiency required in both languages.

The school said applications are already open and that the renamed program could begin in fall 2026 if approved by AQ Austria.