Wat was de uitdaging/het probleem aangepakt?

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

Wat zijn de succesfactoren bij het oplossen van het probleem??

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

In 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. Tegelijkertijd, 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.

Wat waren de belangrijkste uitdagingen tijdens het innovatieproces??

– 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

Welke rol speelt de adviseur of adviesdienst met de praktische zaak?

Adviserend, consultancy en backstopping gericht op het oplossen van complexe problemen, die tijdens het innovatieproces moet worden geboden en gebaseerd op de eisen van actoren en de gezamenlijke constructie van oplossingen, Demand articulation, to allow actors to have access to new ideas, identify their needs, define their objectives and express clear demands to other actors, Netwerkfacilitatie en -bemiddeling, netwerken helpen organiseren of versterken, de relaties tussen de belangrijkste actoren te verbeteren en de diensten op elkaar af te stemmen, zodat ze elkaar kunnen aanvullen, Het faciliteren van toegang tot nieuwe netwerken en actoren

Voor het delen van ervaringen uit de praktijkcasus, Neem contact op

Tadeja Vodovnik Plevnik

tadeja.vodovnik@kmetijski-zavod.si, 0038651337092