It is the ZOI and ZOZP labels that guarantee consumers, among other things, that grapes and wine come from a specific area and that production conditions and physico-chemical and organoleptic parameters of wine defined by the producer’s specifications are controlled annually. On the other hand, we export quality wines that are recognized in the international market and that achieve a good price. There is certainly room for greater consumption of Croatian wine on the domestic market and abroad, especially with stronger promotion and branding through the protection of the geographical origin of wine with the designation of origin (ZOI) or the designation of geographical origin (ZOZP). One of the problems is that the specifications of our WOGs are very broad and do not offer the right solutions to manufacturers or answers to consumers. “The time has come for our manufacturers to review the content of the specifications of existing protections and start creating new, more specific ones, which will best transpose the characteristics of the climate, tradition and excellence and thus develop the brand of a particular area. Name protection is a powerful marketing tool for producers, bait and consumer guarantee, and provides great opportunities for the development of local eno-gastronomy and tourism”, Said the Vice President of the Croatian Chamber of Commerce for Agriculture and Tourism Dragan Kovacevic. At the same time, Croatian wines have established themselves on global wine charts, and our winemakers win medals at prestigious world competitions and events. Photo: Pexels.com “With smaller vineyards and a reduction in wine production, high food expenditures in the structure of household consumption in Croatia (28,2 percent) and lower purchasing power of the average Croatian consumer initiate the import of mostly cheaper wine compared to domestic prices. The average import price in 2018 was 1,26 euros, but as much as 75 percent of the amount of imported wine has an average price below 80 euro cents. It is a wine that usually arrives in bulk or in larger packages, without a protected geographical origin, and most often without a variety designation. On the other hand, the average export price of our wine is 2,8 euros, and significant quantities are exported to the EU and third markets at average prices above 10 euros for certain categories of wine.”, Explains Kovačević and adds that Croatian producers must continue to build a brand of quality, primarily through the protection of the originality and geographical origin of their wines. Dragan Kovačević, Croatian Chamber of Commerce / Photo: Croatian Chamber of Commerce About a million hectoliters of wine are drunk in Croatia annually, of which between 750 and 800 thousand hectoliters come from domestic wineries, while the rest we import (from 250 to 300 thousand hectoliters). Between 50 and 55 hectoliters are exported, usually more expensive wines. Since joining the EU, our production has fallen, and imports have increased, with the area under vineyards also decreasing. Until not so long ago in 2004, we recorded a surplus in foreign trade in wine, and last year we achieved a deficit of 14,3 million euros, with the coverage of imports by exports of only 53 percent. In other words, from the pronounced self-sufficiency in wine production, today it has fallen to a level of about 75 percent.
The problems of the entire agricultural and food sector are clear on the Croatian wine market, and despite all the potential for sufficient production and knowledge and tradition, we do not produce enough wine for domestic needs, so we turn to cheap imports. But the question then is what is the problem, why do we have large imports and such low coverage of imports by exports? Four wine regions in Croatia The new Wine Act refers to four regional organizations of winemakers and winegrowers that correspond to four wine-growing, but also marketing regions of Croatia: Slavonia and the Croatian Danube region, Central Hilly Croatia, Croatian Istria and Kvarner and Dalmatia. Winemakers gathered in the National Wine Association of the Croatian Chamber of Commerce and the professional service of the Croatian Chamber of Commerce are the initiators of this division, and these four regions are the backbone of the Croatian Chamber of Commerce brand strategy “Vina Croatia vina mosaica”. Dragan Kovačević, Croatian Chamber of Commerce: Better branding of domestic wines through ZOI and ZOZP as a remedy against cheap imports Croatia currently has protection for 16 names with a mark of origin, three WOGs refer to the level of the wine-growing region, 12 to the level of wine-growing sub-regions, and only one mark is at the level of position – the world-famous Dingač. “We need to improve the existing wine quality system by redefining existing and defining new protected wine labels that will reflect the specifics of narrower geographical areas. We see the key role of regional organizations in this. It would be pretentious to expect that this will solve all the problems of Croatian winemaking and viticulture, but it is certainly a step in the right direction.”, Concludes Kovacevic.
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