This year, she successfully completed her Master’s degree in International Wine Marketing at Burgenland University of Applied Sciences and took over the family business in Krems together with her sister.

Her own sustainably certified winery, complete with a wine tavern offering an innovative menu; a ‘day job’ as office manager at a successful winery; starting a family; and a Master’s degree: this is what the last few years of Johanna Stoiber’s life have looked like. How does she manage it all? With a great deal of passion and enthusiasm for wine, good food and drink, sustainability and her family.

This family-run business, situated in the heart of the wine town of Krems, covers five hectares and focuses on building direct relationships with customers, primarily through farm-gate sales and its Heuriger. The winery’s range of sustainably certified wines, sparkling wine and delicacies is complemented by organic juices, cider and seasonal fruit from her husband, who runs a 15-hectare fruit farm and supports Johanna at the winery. Together with their two-and-a-half-year-old son, the family enjoys a close connection to farming and the finer things in life.

Johanna Stoiber’s professional career began with an apprenticeship at VinoHAK Krems, followed by a Bachelor’s degree in viticulture and winemaking at the University of Natural Resources and Life Sciences, Vienna (BOKU). At the same time, she gained valuable practical experience through various work placements, including at Weingut Stadt Krems, Wein & Co, Domäne Wachau, Seifried Estate in New Zealand and, above all, at Weingut Müller, where she started out in the accounts department and worked her way up to head of administration. During her time there, the winery expanded to an impressive 150 hectares and introduced new distribution and marketing channels – a development she played an active part in shaping. “The winery’s rebranding in particular was an exciting project that tied in perfectly with my studies,” she explains.

The Master’s programme in International Wine Marketing was a formative period during which she was able to combine theoretical knowledge with practical experience. During her educational leave, she used the time to further her education and deepen her knowledge.

Her dissertation, entitled ‘Wine consumers’ willingness to buy and pay for socially sustainably produced wines’, explores a forward-looking topic. Whilst environmental sustainability in viticulture is already receiving a great deal of attention, social sustainability – particularly the human factor – is emerging as one of the industry’s greatest challenges. The shortage of skilled workers and the reliance on agency workers clearly illustrate this. The thesis was completed with distinction and marked a personal milestone.

I have particularly fond memories of my fellow students and the diverse range of people I had the chance to get to know. The exchanges with people from different sectors and working together on projects were enriching. Another highlight was the travel undertaken as part of the course, which opened up new perspectives.

What was the most important lesson you learnt during your time at university?

This realisation shapes not only her work, but also her vision for the future of the family business. With a clear focus on sustainability, innovation and enjoyment, she is ready to carry on her family’s winemaking tradition whilst also breaking new ground.