|
 Introduced by a publishing company owned by an Austrian woman, Ms. Ellen Ledermüller-Reiner, the JungWinzerinnen (Young Women Winemakers) Calendar has been promoting Austrian wines from different wine regions displaying pictures of young, sexy ladies in the wine making industry in their lingerie to attract the attention. It is not clear how much sales have been pushed up but the calendar has been doing brisk business of selling the limited-edition calendars (4, 000).
Twelve women from different wine-making regions of Austria-like Burgenland, Niederösterreich (Lower Austria), Styria and Vienna have taken off their clothing except lingerie (quite similar to the Kingfisher Calendar in India-except that these ladies are not professional models but winemakers showcasing some aspect of wine or winemaking and are committed to the promotion of national wine industry.
 According to the website of the Burgenland-based publisher Ledermüller-Reiner who is the brain behind the concept, the calendar presents wines in a sexy, modern way and shows the industry through the young and dashing girls from Lower Austria, Styria, Burgenland and Vienna. The 12th edition of the 2015 calendar will be limited to 4000 prints and will be thus a collector’s edition too. It shows reportedly the different processes the young female winemakers go through to make wine –even though scantily but attractively clad. Pruning, harvesting, cleaning tanks, lying on steps holding a carafe of the well-known white signature wine of Austria-Grüner Veltliner are a few of the pages in the calendar.. The sales price of the calendar is indicated on the website at €25
 ‘It really helps the wineries, because we get so much publicity from the calendar, which is a big hit,’ Ledermüller-Reiner had told Decanter.com in 2011 before the launch of 2012 calendar. As she had promised them, it is designed to attract attention and be sexy, but not be cheap or overly erotic.
‘The aim of the calendar is to promote Austrian wine, which has been largely devoid of sexiness following the anti-freeze scandal of the 1980s. That's not to say it isn't good: Grüner Veltliner and Riesling from above the Danube has held critics' attention for some time, and vibrant, red Blaufränkisch wines are well on their way to becoming favorites of hipster sommeliers”, reported Decanter in a report in 2011.
If you Like this article please click on the Like button
|