Quel a été le défi/problème abordé?

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

Quels sont les facteurs de succès pour résoudre le problème?

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

Dans 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. À la fois, 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.

Quels ont été les principaux défis pendant le processus d'innovation?

– 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

Quel rôle joue le conseiller ou le service de conseil dans le cas pratique?

Consultatif, Conseil et backstop visant à résoudre des problèmes complexes, à fournir pendant le processus d'innovation et basé sur les demandes des acteurs et la co-construction de solutions, Exiger l'articulation, Pour permettre aux acteurs d'avoir accès à de nouvelles idées, Identifier leurs besoins, définir leurs objectifs et exprimer des demandes claires à d'autres acteurs, Facilitation de réseautage et courtage, Pour aider à organiser ou à renforcer les réseaux, améliorer les relations entre les acteurs clés et aligner les services afin de pouvoir se compléter mutuellement, Faciliter l'accès à de nouveaux réseaux et acteurs

Pour partager l'expérience du cas pratique, Pour toutes questions et demandes de renseignements sur les prochaines classes d'excellence

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092