Professional paper

PROMOTION AS A TOOL OF DEVELOPMENT OF WINE SECTOR IN ISTRIA REGION

Kristina Brščić orcid.org/0000-0001-5318-3574 ; Institut za poljoprivredu i turizam u Poreču, Poreč, Hrvatska
Milan Oplanić ; Institut za poljoprivredu i turizam u Poreču, Poreč, Hrvatska
Nevena Miladinović ; Cesta za lovransku dragu 38c, Lovran, Hrvatska

Abstract

Paper gives an overview of possibilities and limitations in terms of promotion as an element of the marketing mix in viticulture and wine production in Istria region. In addition to the review of current state of viticulture and wine production in Istria a brief overview of the historical development of viticulture and winemaking has been given and on the development of some products that are designed precisely to highlight the importance and to draw attention to wineries in Istria, as for example, wine roads and associations Vinistra. For the purposes of the paper 5 wine producers from Istria were interviewed who have achieved success in producing wine. In conclusion, it can be noted that the existing promotional activities were sufficient for present purposes of the observed vintners, but that they should follow market changes and adapt to the preferences and needs of consumers by creating products and promotional activities to increase sales.

Keywords

wines; vintners; Istria; promotion

Hrčak ID:

68095

URI

https://hrcak.srce.hr/68095

Publication date:

25.2.2011.

Article data in other languages: croatian

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