Welche Herausforderung/Problem wurde angesprochen??

“PUBEC” is a common brand for the promotion and marketing of young Styrian wines and connects Styrian winemakers in the promotion of young wines. The important goals of this project are the promotion and recognition of winemakers who together appear on the market and represent Styria Slovenia as a destination for young wines. In addition to promoting the sale of young wine under one brand “Pubec”, it raises awareness, especially of young people, about the culture of wine drinking, and also ensures the rationalization of operations and promotion costs. Encouraging results were already visible in the first year of the common approach. Winemakers associated with the “Pubec” project recorded 40 percent higher sales of young wine than the year before, und 60 percent of wine customers also tried young wine for the first time.

Was sind die Erfolgsfaktoren bei der Lösung des Problems?

Das “Pubec” project first came to life in 2015, when 27 Styrian winemakers joined the project of a joint appearance on the market under a common umbrella brand at the 1st Salon of Styrian Young Wines in Maribor.

Encouraging results were already visible in the first year of the common approach. Winemakers associated with the “Pubec” project recorded 40 percent higher sales of young wine than the year before, und 60 percent of wine customers also tried young wine for the first time.

Im 2016, 36 Styrian winemakers took part, who also conquered Ljubljana with an excellent young wine drop from their “Pubec”.

The Pubec project has come to life and as an example of good practice, in our opinion, represents the right approach to the success of Slovenian winemakers in the wine market. Zur selben Zeit, it also proves that Slovenian viticulture can have a great development and market future if winegrowers and winemakers connect, cooperate and act together in common and good.

Was waren die Hauptherausforderungen während des Innovationsprozesses?

– Connecting winemakers for better marketing.

– Determination of quality standards (chemical and sensory properties of Styrian young wine Pubec)

– Greater recognition of wines from the wine-growing region of Styria Slovenia

Welche Rolle spielt der Berater bzw. die Beratungsdienstleistung im Praxisfall??

Beratung, Beratung und Backtoping mit der Lösung komplexer Probleme, während des Innovationsprozesses und basierend auf den Anforderungen der Akteure und der Co-Konstruktion von Lösungen zur Verfügung gestellt werden, Fordern Artikulation, Damit den Akteuren Zugang zu neuen Ideen haben können, ihre Bedürfnisse identifizieren, Definieren Sie ihre Ziele und drücken Sie anderen Akteuren klare Forderungen aus, Networking -Erleichterung und Maklerage, Um Netzwerke zu organisieren oder zu stärken, Verbessern Sie die Beziehungen zwischen wichtigen Akteuren und um Dienste auszurichten, um sich gegenseitig ergänzen zu können, Erleichterung des Zugangs zu neuen Netzwerken und Schauspielern

Um Erfahrungen des praktischen Falls zu teilen, Für alle Fragen und Anfragen zu den kommenden Excellence-Klassen

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092