From Switzerland to Austria for love: Madlaina Dosch from Vienna took this step (pictured). If the relationship at that time is now also an ex-love, the Swiss has lost her heart again in the land of Mozart and Kaiserschmarrn. And good wines. The special thing: They are wines made exclusively by women viticulturists.
Madlaina developed a business idea for the noble tropes of female hands and opened Vinodea, the first wine shop to only have wines from women vintners in its range.
Wines made by women: Madlaina trusts the women oenologists of Vienna
How this is received and how the dedicated founder, who also offers her services online, runs her business, explains in an interview:
FB: Madlaina, as a Swiss, how did you end up in a wine shop in Vienna?
Due to my former love, I moved to Vienna, where I was immediately enthralled by all the vineyards and wineries in and around Vienna. I am a career changer and had little to do with wine before. As a person thirsty for knowledge, I now wanted to know how wine is made and therefore attended a winery management course at the Klosterneuburg viticulture school.
There I met a winemaker. That was a magical moment and I started dealing with women winemakers. The idea germinated little by little, I attended business and wine courses, and after 9 months I opened Vinodea.
First wine shop in German-speaking countries that focuses on women’s wine.
Probably the first wine shop in the German-speaking region that only sells wines from female viticulturists.
FB: How was your start in the Austrian metropolis? Did you settle in right away?
I felt very comfortable very quickly and I adapted well.
FB: When exactly did you open your business and how did you come to focus explicitly on wines from women winemakers?
On March 8, 2020, I inaugurated the Vinodea with a focus on women winemakers.
He wanted to reinforce the visibility of winegrowers.
Because even though there’s a lot going on in the industry, women are still underrepresented and often have a harder time asserting themselves.
FB: How did these women choose their wines?
I already knew a few names and then I drove to them to tell the winemakers my idea for the wine shop. They were immediately enthusiastic and recommended other winemakers to me.
The interest was so great that a recording freeze came into play.
After the opening, I was literally mugged by vintners who wanted to sell me, so I even imposed a ticket freeze in certain regions.
FB: Is there something in common that connects all the winemakers whose wine you sell?
The love of wine is, of course, the biggest thing they have in common. And I would say the careful treatment of the vine and nature. Many compare the vines with children who are accompanied on the road. In the case of the vine, to the wine.
FB: How are the wines selected?
If possible, I try to cover all Austrian wine regions and their main varieties. I also focus on lesser known varieties like Roter Veltliner, Zierfandler and Furmint.
I also make sure to cover different flavor profiles with the different varieties.
For example, a fruity Gelber Muskateller, a leaner and more acidic Gelber Muskateller.
FB: In addition to pure sales, people can also visit your store for events and tastings. Tell me!
Almost every Thursday a winemaker comes to the Vinodea and presents her wines on a small scale. Because I have a maximum of 20 places. It is particularly important to me that the tastings are easily accessible and that there is room for all questions about the wine.
Don’t be afraid of wine!
It’s important to me to take the fear of wine out of people, often women too, and show them that wine is a wonderful drink that you know a lot about. You can but you don’t have to. But the main thing is enjoyment and the variety of tastes.
I also offer private tastings for smaller groups. You can try your way through the range.
Readings also take place in the wine shop.
FB: What do you enjoy most about your job?
What I enjoy the most is the exchange and discussions with clients. To introduce them to new wines, to speak to them about God and the world. Wonderful friendships are often formed.
FB: What does a typical work day look like for you and how do you balance family and work as a single mom right now?
The weeks that my 8-year-old son is with me are very demanding and I can only do them with the help of my friends. On Friday and Saturday I have friends who are at the wine shop.
Family and career compatibility is a constant challenge
During the week it is picked up by parents of schoolmates, since the main sales hours are from 4 to 6 p.m., coinciding with the end of school.
Some days I ran to School, close the Vinodea for an hour to pick it up from school and take it to the wine shop. At night events he stays with friends or the friends are babysitting.
FB: What do you do when you’re not working? You have hobbies?
Well, to a certain extent, my hobby is also wine. So I visit the winemakers at the winery. Another passion is music and the violin. So I go to concerts of different genres or improvise on the violin. Usually together with the piano.
Photos / Copyright:
VINODEA / Heribert Corn / 8districtphotographer
