A. Kolega, V. Milat, L. Stojakovic
Undertaking a research work on the prospects of developing wine-growing and wine-selling in the Republic of Croatia, we presume that it should reach such a level as to express the comparative advantages of specific climates and wine-growing hills, the tradition of wine production and consumption, and to put to profitable use the personnel potentials, soil capacities and grape processing capacities.

On the home market, wine selling in catering establishments is falling, while in retail it has remained unchanged over the past few years. Wine production and consumption is also dropping, while the consumption of beer and some other drinks is rising. Only 55 percent of the production is for the market. The remaining part is for further processing and immediate consumption. The export of wines accounts for only one fifth of the domestic production. In order to produce wines as cheaply as possible, wine growers have switched from typically wine-growing parts to lowlands.

In marketing terms newly produced wines should be based on the top quality of famous wine-growing hills in well-known areas and on greater numbers of quality wines. The dominant marketing strategy in export marketing should also be one of quality. Research on consumer preferences is needed according to particular segments of the market, flexibility of consumption and supply, new products, competition and prices, particularly in export marketing, wine distribution and organization models of wine-growing and wine selling.

In systematic marketing a land register of wine-growing hills must be established in order to record the complete wine-growing production: owners, wine-growing hills, positions and sorts. It is very important that stimulating measures should be introduced to eradicate lowland vineyards and to plant new ones in places exposed to the sun.

Kolega, A., Milat, V. and Stojakovic, L. (1995). MARKETING WINE IN CROATIA. Acta Hortic. 340, 293-300
DOI: 10.17660/ActaHortic.1995.340.38

Acta Horticulturae