Grinduro Austria marks the strategic development of a flagship gravel cycling event rooted in local culture and collective energy. Building on the global DNA of Grinduro, Wine Embassy Worx is shaping both the Austrian edition and the adjacent Powered by Grinduro concept in close collaboration with regional gravel collectives.
The Powered by Grinduro framework extends the Grinduro ethos beyond a single race weekend, enabling locally led gravel events to align with the brand’s values while retaining their own identity. The result is a modular event ecosystem that prioritizes authenticity, shared standards, and long-term community building—rather than one-off activations.
Our role spans concept development, partner alignment, narrative framing, and cultural translation, ensuring the event resonates equally with international riders, local collectives, destinations, and brand partners. The project sits at the intersection of sport, lifestyle, and place-based storytelling—positioning gravel cycling not just as a race format, but as a cultural platform.