Austria’s Master of Sweet Wines

From modest beginnings to international acclaim, KRACHER WINERY has evolved into one of Austria’s most prestigious wine producers. The journey began with Gerhard Kracher’s grandfather, who managed a small mixed farm with pigs, chickens and grain – always dreaming of becoming a winemaker. That dream became reality in 1959, marking the official foundation of the winery. His son took over in 1981 and laid the groundwork for the company’s global rise. By organizing high-profile tastings and pushing into international markets, he opened doors that had long seemed closed to Austrian wine. A defining moment came in the late 1980s, when a bold blind tasting in London pitted KRACHER’s wines against the world-famous Château d’Yquem – and KRACHER prevailed. This event set the stage for international recognition, culminating in the first Robert Parker rating in 1995, which catapulted the brand into the global spotlight. Gerhard Kracher joined the company as a young adult, initially helping out for extra cash – but soon found himself captivated by the world of wine. He eventually took over in 2007 at the age of 26, following the early death of his father. Today, he leads the family business in its third generation, supported by 43 employees and a growing international network. In addition to the core winery business, the company has also developed a successful import operation: KRACHER FineWine, founded in 2001, imports world-renowned wines from producers in California, Bordeaux, Germany and Italy, and distributes them across Austria and to select global partners – including cruise ships and free trade zones. What began as a hobby quickly grew into a respected parallel business, leveraging KRACHER’s long-standing international relationships. 

A Portfolio Built on Character and Consistency

KRACHER WINERY produces around 70% noble sweet wines and 30% dry wines. The best-selling flagship is the Beerenauslese Cuvée, a balanced dessert wine served by the glass in fine dining establishments worldwide. Even more exclusive is the Grande Cuvée Trockenbeerenauslese, regularly awarded top scores – including the rare distinction of three perfect 100-point scores from Robert Parker, the world’s most influential wine magazine. On the dry side, Welschriesling plays a central role, both as a varietal and as a blending partner. Every wine reflects the company’s strict quality standards: only outstanding vintages are bottled. The winery has always followed its own path. “We’re the niche of the niche of the niche,” says Gerhard Kracher. Located in the touristic region of Illmitz near Lake Neusiedl, the terroir is ideal for botrytised wines – a natural gift that shapes the identity of the wines. “We don’t dictate what to produce; the region shows us what is possible,” Gerhard Kracher explains. This mindset reflects a sustainable approach to winemaking: working with the climate and environment rather than against it. In addition to the winery, the family runs three boutique hotels, managed by Gerhard’s wife. The estate offers tastings in a lush garden under vine-covered pergolas – a physical expression of the brand’s intimate connection with its roots. Interestingly, the brand has seen a marked increase in interest among younger wine lovers in recent years. “Many of them know our name through their parents, or they’ve seen us online – and now they’re coming to experience it for themselves,” says Gerhard Kracher. Distribution runs almost entirely through specialized dealers, and e-commerce is becoming increasingly important, especially through international partners. “Our importers tell us the same thing: online channels are no longer optional – they’re essential.” Still, the physical encounter with wine remains irreplaceable: “There’s nothing like sitting under the vines and tasting the wine where it was made”, says Gerhard Kracher.

Vision, Values and Global Reach

KRACHER wines are available in over 50 countries, with Asia and especially China emerging as key growth markets. The brand is firmly established in fine dining circles worldwide and continues to benefit from long-standing partnerships. Selective trade fair participation complements the outreach strategy. “We don’t exhibit everywhere,” Gerhard Kracher explains. “But we attend events like ProWein or Vinexpo Paris when key partners are present – quality over quantity.” Over the years, new side projects have added even more depth to the KRACHER universe. Together with world-renowned sommelier Aldo Sohm, Kracher co-founded the label Sohm & Kracher, which focuses on Grüner Veltliner and is particularly successful in the U.S. market. Another innovation: producing Icewein in Romania’s Transylvanian Highlands, where cold winters are still reliable – a rarity in Central Europe. Both projects reflect the entrepreneurial curiosity and strategic foresight that continue to drive the company forward. Despite growing global demand, KRACHER remains a family business – and Gerhard Kracher envisions it staying: “I’m not going anywhere soon, but of course I hope one day one of my children take over.” Until then, the company continues to build on what his grandfather started: a commitment to authenticity, excellence and long-term thinking. “We don’t think in years or decades,” says Gerhard Kracher finally. “We think in generations.”