Wine marketing challenges in Slovakia

Peter Starchon, Manuel Vilar dos Santos and Darina Saxunova
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Peter Starchon: Comenius University Bratislava, Slovakia
Manuel Vilar dos Santos: CSJ Slovakia, Slovakia
Darina Saxunova: Comenius University Bratislava, Slovakia

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The wine sector from the perspective of the pandemic era was negatively affected mostly in the area of wine producers, whose sales flows are oriented towards the gastro sector. Wine producers who sell wine through supermarkets were not significantly affected by the pandemic. Apart from the pandemic, the area of vineyards in Slovakia is rapidly decreasing. The experts search for the cause and raise the question into debate of reversing this state. Post pandemic era creates conditions and moods for reviving the agriculture tourism and gastro industry and forces wine producers to think of new ways to promote their products considering new environment of sustainability requirements linked to the new EU legislation. The research object of this scientific paper is the wine production in Slovakia and its position within the production of a selected EU member state. The objective of the research study is complex analysis of the wine production in Slovakia from sustainability aspects perspective and comparison with the situation of best wine producers in the Europe. Based on the analysis performed the wine marketing challenges will be identified and evaluated in order they might lead to the recommendations to improve sustainable sales performance of wine producers whose number is diminishing. This goal is inevitable for the sake and preserving cultural heritage, good reputation of winemakers and winegrowers from Slovakia.

Keywords: Wine; marketing; Slovakia (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023465

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