¿Cuál fue el desafío/problema abordado??

“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, y 60 percent of wine customers also tried young wine for the first time.

¿Cuáles son los factores de éxito para resolver el problema??

La “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, y 60 percent of wine customers also tried young wine for the first time.

En 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. A través de los años, 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.

¿Cuáles fueron los principales desafíos durante el proceso de innovación??

– 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

¿Qué papel juega el asesor o servicio de asesoramiento con el caso práctico??

Consultivo, consultoría y respaldo dirigido a resolver problemas complejos, que se proporcionará durante el proceso de innovación y se basa en las demandas de los actores y la co-construcción de soluciones, Articulación de la demanda, para permitir que los actores tengan acceso a nuevas ideas, Identificar sus necesidades, Definir sus objetivos y expresar demandas claras a otros actores, Facilitación y corretaje de redes, para ayudar a organizar o fortalecer las redes, Mejorar las relaciones entre los actores clave y alinear los servicios para poder complementarse entre sí, Facilitar el acceso a nuevas redes y actores

Para compartir experiencia del caso práctico, Para cualquier duda y consulta sobre las próximas clases de excelencia

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092