Qual è stata la sfida/problema affrontato?

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

Quali sono i fattori di successo nella risoluzione del problema?

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

Nel 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. Allo stesso tempo, 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.

Quali sono state le principali sfide durante il processo di innovazione?

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

Che ruolo gioca il consulente o il servizio di consulenza nel caso pratico??

Consultivo, Consulenza e backstoping volto a risolvere problemi complessi, da fornire durante il processo di innovazione e sulla base delle esigenze degli attori e della co-costruzione di soluzioni, Domanda di articolazione, per consentire agli attori di avere accesso a nuove idee, identificare le loro esigenze, Definisci i loro obiettivi ed esprimi chiare richieste ad altri attori, Facilitazione e intermediazione di networking, Per aiutare a organizzare o rafforzare le reti, migliorare le relazioni tra attori chiave e per allineare i servizi per essere in grado di completarsi a vicenda, Facilitare l'accesso a nuove reti e attori

Per condividere l'esperienza del caso pratico, Per qualsiasi domanda e richiesta sulle prossime classi di eccellenza

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092