In the rolling hills of southern Styria, where the vineyards of Kranachberg and Kehlberg catch the light just so, Weingut Hannes Sabathi has steadily built a reputation for expressive, finely tuned wines with a strong sense of place. That work was recognized in striking fashion at the 2025 Sommeliers Choice Awards, where their Gelber Muskateller earned the estate Austria’s Winery of the Year. It’s a defining moment for a producer who has long valued authenticity over artifice and collaboration over hierarchy. In this conversation, Karin Sabathi, who steers the business and the brand alongside Hannes, shares how they’re building on this milestone, what makes their Gelber Muskateller resonate with sommeliers and drinkers alike, and how they’re expanding thoughtfully into international markets.

Image: Gelber Muskateller by Weingut Hannes Sabathi scored 92 points and was named “Winery of the Year Austria” at the 2025 Sommeliers Choice Awards.

First of all, congratulations on being named Winery of the Year - Austria, at the 2025 Sommeliers Choice Awards for your Gelber Muskateller. How does it feel to receive this recognition, and how do you plan to leverage this award in your communications and global marketing?

It was truly a special moment when we found out about the award. Our Gelber Muskateller is a wine close to our hearts, and seeing it appreciated internationally means a lot to us. Of course, we’ll include the recognition in our communication via social media and newsletters.

Gelber Muskateller can be a challenging grape to get right, highly aromatic, with an exuberant character that can easily tip into excess. What makes your rendition of this wine stand out, and how do you feel it expresses the unique qualities of your vineyards between Kranachberg and Kehlberg?

Gelber Muskateller is like a free spirit – intense, vibrant, but also sensitive. We give it the space it needs. Our old vines in our best vineyards provide balance. We don’t aim for showy aromatics but rather elegance. The soils between Kranachberg and Kehlberg add beautiful spice and structure, giving the wine depth and character.

Image: (Left) Vineyard soil, and (Right) Gelber Muskateller.

This wine clearly resonated with sommeliers in a blind tasting. What would you say makes it such a compelling choice for on-trade wine lists, especially in markets like the US or UK?

We believe our Muskateller strikes just the right balance between playfulness and seriousness. It stands out without shouting. In restaurants, it works beautifully as an introduction, and it pairs well with many dishes, making it a great choice for sommeliers looking for something special yet approachable.

Can you tell us about the export footprint of Weingut Hannes Sabathi? In which markets is your Gelber Muskateller currently available, and are there specific importers, retailers, or restaurant groups you’re working with in the USA or other key countries?

We’re currently present in several European countries. In the US, we are working with our great partner Jesse Becker from Veritable Wines & Estates KG. We always collaborate with selected importers who share our philosophy. It’s never about volume for us – it’s about quality partnerships.

Image: Team Veritable at Prowein 2023.

For international buyers or importers discovering you through this award, what kind of support do you offer—be it marketing assets, tastings, staff training, or storytelling—to help them move stock effectively?

We understand how important support is, especially for new partners. We’re happy to provide marketing materials, stories, videos, and are also open for tastings or events. If someone brings our wines into their portfolio, we want them to feel confident and excited about sharing them.

What does your ideal target market look like for this wine? Is it the adventurous by-the-glass drinker at a hip urban wine bar, the boutique bottle shop browser, or something else entirely?

Honestly, we don’t really have a “favorite” customer – but if we had to choose, it would be open-minded, curious individuals. Whether it’s a sommelier in a buzzing urban restaurant or someone exploring a small wine shop in search of something new, we’re drawn to people who approach wine with a sense of discovery, not status. We love those who simply enjoy wine for the pleasure it brings.

Image: Karin and Hannes Sabathi.

You’ve described Hannes’ journey from youthful urgency to a more grounded, creative calm. How does that evolution reflect in your current approach to winemaking and brand building? And how do you and Hannes complement each other as partners in the business?

Hannes used to be very driven – always on the move, always full of new ideas. Today, there’s more calm, more depth. You can feel that in the wine. I might bring a clearer perspective when it comes to brand, design, and strategy – Hannes brings the emotion and sense of origin. Together, it works well – sometimes with friction, but always with great mutual respect. 

Image Source:  Weingut Hannes Sabathi.

Can you give us a glimpse into your marketing strategy? What are some of the key activities or campaigns you’ve undertaken recently, either at home or abroad, to increase visibility for your wines?

We focus on honest storytelling, beautiful visuals, and real connections – whether it’s at tastings, on social media, or during events. We simply share what makes us who we are: our region, our philosophy, and our wines. Authenticity is our greatest strength.

Sustainability is often cited but rarely articulated with clarity. How are you approaching sustainability at Weingut Hannes Sabathi, both in the vineyard and beyond the bottle?

Sustainability isn’t just a trend for us – it’s a mindset. We work as naturally as possible in the vineyards, minimize intervention, and care for the soil long-term. In the cellar and daily operations, we’re conscious of resources – from labels to packaging.

Image: Vineyards of Kranachberg and Kehlberg.

Finally, looking ahead, what’s next for Weingut Hannes Sabathi? Are you eyeing any new export markets, varietals, or initiatives to further build on this international momentum?

Of course, we want to keep growing – not in size, but with intention and heart. There are exciting things ahead: new wines, fresh vintages, and inspiring collaborations. But we take it one step at a time. The journey is far from over – and we’re excited for what’s to come!

Image: Weingut Hannes Sabathi - Winners at the 2025 Sommeliers Choice Awards.

Conclusion

As the international spotlight turns toward Styria, Weingut Hannes Sabathi stands out not through noise or novelty, but through consistency, integrity, and clear communication of place. Their award-winning Gelber Muskateller is part of a larger, deliberate narrative about identity, partnership, and potential. As Karin Sabathi explains, the winery’s next steps aren’t about chasing scale, but about deepening connections with importers, with sommeliers, and with the drinkers who seek out wines that feel honest in the glass.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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