Mikä oli haaste/ongelma, johon puututtiin?

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

Mitkä ovat menestystekijät ongelman ratkaisemisessa?

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

Sisään 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. Samaan aikaan, 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.

Mitkä olivat tärkeimmät haasteet innovaatioprosessin aikana?

– 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

Mikä rooli neuvonantajalla tai neuvontapalvelulla on käytännön tapauksessa??

Neuvonta, Konsultointi ja backstoping pyrkivät ratkaisemaan monimutkaisia ongelmia, Tarjotaan innovaatioprosessin aikana ja perustuen toimijoiden vaatimuksiin ja ratkaisujen yhteisrakentamiseen, Vaatia artikulaatiota, antaa näyttelijöille pääsyn uusiin ideoihin, Tunnista heidän tarpeet, Määritä heidän tavoitteensa ja ilmaise selkeät vaatimukset muille toimijoille, Networking facilitation and brokerage, to help organize or strengthen networks, improve the relationships between key actors and to align services in order to be able to complement each other, Facilitating access to new networks and actors

Käytännön tapauksen kokemuksen jakamiseen, ota yhteyttä

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092