Wine Beer Places to be

30 years of Wine+Partners

by Dorli Muhr

Has it really been 30 years already? In 1991, Dorli Muhr founded the Vienna-based PR agency, focused on the communication for wine and culinary matters, laying the foundation for one of the most successful international PR companies of the industry. Today, the team of 17 communication experts represents clients from all over the world.

It is precisely this team that makes Wine+Parnters so unique: not only do they master the bounds of professional communication, but they go above and beyond for their shared passion for the culinary industry, combining their know-how with their in-depth understanding for the products, culinary needs, and individual trends in the various target markets.

This combination has transcended Wine+Partners to one of the world’s most sought-after PR agencies for wine and culinary matters. Wine+Partners supports both, start-ups and established businesses, from developing tailored and effective strategies and new products to ongoing media relations- and digital communication management. Producers, wineries, breweries, bakeries as well as restaurants, hotels and representatives for touristic regions seek advice from the communication experts.

‚Our international industry knowledge is an invaluable advantage, giving us the opportunity to holistically support our clients, no matter where in the world.’, says CEO and owner Dorli Muhr. ‘Many of our clients have been with us since the point of their inception – of whom some, we now support in their second generation.”, co-owner Ute Watzlawick adds.

Their client base is made up off 60% wineries and wine regions and 40% distinguished restaurants, delicatessen, breweries, and tourism establishments, whereby approximately half of the projects are implemented across borders, highlighting that Wine+Partners truly is an international player – on all continents.

A birthday party as the grand finale of the Vienna wine expo VieVinum (21st-23rd of May), Austria

Of course, the agency had planned to celebrate this milestone birthday with a spectacle in Summer 2021. However, like so many other events, it fell victim to the pandemic. On May 23rd of 2022, the festivities could finally take place, concluding the renowned Viennese wine expo in one of Vienna’s top night clubs, Volksgarten, just steps away from the Imperial Palace.

More than 200 guests from all over the world celebrated with the agency, among them ASI Best Sommelier of the World 2019 Marc Almert (Baur au Lac, Zurich), wine critic Aleks Zecevic (Wine Enthusiast, New York), Master Sommelier Alex Koblinger (Döllerer, Salzburg), Importer Yumiko Makino (Tokyo), president of the German Sommelier Union Peer F. Holm, the entire team of US-importer Skurnik Wines, owner of Zalto-Glas Josef Karner, south tyrolean wine icon Michael Goëss-Enzenberg (Tenuta Manincor), renowned sommelier René Antrag (Steirereck), CEO of Gut Hermannsberg Achim Kirchner, norwegian sommelière and TV-presenter Liora Levi, founder of the Star Wine List Krister Bengtsson, editor of Trink magazine Paula Sidore, Australiens Sommelier-legend Liina Berry, managing director of Wein&Co Willi Klinger, author Simon Woolf (The Amber Revolution), wine blogger Valerie-trinkt-Wein, distributers Berndt und Andrea May (May Wines) as well as Clemens Riedl und Markus Inzinger (trinkreif) and Monocle-Lifestyle-editor Ivan Carvalho. Of course, Austria’s vintner elite, including Lisi und Fritz Wieninger, Eva und Michael Moosbrugger (Schloss Gobelsburg), Carina und Michael Auer, Karoline Taferner, Stefanie Böheim, Gerald Wunderer, Kurt Feiler, Carmen und Herbert Zillinger joined the festivities too.

Award ceremony of the Star Wine List

One of the party’s highlights was the award ceremony of renowned wine bar and restaurant guide, Star Wine List. Austrian establishments had been tested and judged over the past year. The winners of 2022 were honored by founder Krister Bengtsson and Sommelière and author Liora Levi that night.

The winners:

  • Grand Prix- Austria’s best wine list with more than 600 references: Die Weinbank, Ehrenhausen

  • Best Medium-Sized List- Austria’s best list with 200-600 references: Reznicek, Vienna

  • Best By the Glass List- Austria’s best by-the-glass list: Heunisch & Erben, Vienna

  • Best Sparkling Wine List- Austria’s best sparkling wine list: Palais Coburg – Silvio Nickol, Vienna

  • Special Jury Prize- a venue that has done something extra with their wine list, such as the direction, the style or the value: MAST Weinbistro, Vienna

  • Best Short List- best list with up to 200 references: O Boufés, Vienna

Dorli Muhr von Wine+Partners
Dorli Muhr
Owner & Managing Director

Dorli, a university-trained translator, founded Wine+Partners in 1991 while still a student. With tremendous passion and tenacity, she has helmed the firm for more than 30 years, transforming it from a one-woman show into an internationally renowned agency.