"Any country that aspires to be successful today has to manage its image and identity and engage in the branding process for the purpose of getting noticed globally, keeping ahead of the competition, neutralizing negative perceptions about itself, and imposing its values on other countries."
--Understanding Croatia: A Collection of Essays on Croatian Identity by Božo Skoko
What have you heard about wine from Croatia? Does it have a good reputation? Have you ever tasted wine from Croatia?
If so, what persuaded you to taste their wine? Did you like what you tasted? If so, what did you like about it? If not, why didn't you like it? Would you recommend Croatian wine to your friends?
If you've never tasted Croatian wine, why haven't you done so? And what would it take for you to taste their wines?
I could ask these same questions about wines from a number of different countries which currently occupy a tiny niche in the market. Wines from Georgia, Moldova, Israel, Lebanon, Bulgaria, Hungary, and more. The key question is how do we persuade more consumers to drink wines from these countries. And as I'm currently in Croatia, I'm going to concentrate on their wines, though understand that my comments are applicable to numerous other countries as well.
"Croatia is a European tourist brand. Almost everyone who has heard about Croatia knows that Croatia has the cleanest sea in Europe, magnificent beaches, an indented coastline and beautiful islands. On the other hand, not many people know that Croatia has a rich cultural heritage."
--Understanding Croatia: A Collection of Essays on Croatian Identity by Božo Skoko
Many thousands of wines, from all over the world, are available to consumers and the number of choices can be overwhelming. For many consumers, they stick to wines they know, whether from major wine-producing regions or made from common, international grapes. They embrace wines from California and France, from Oregon and Italy, from Cabernet Sauvignon to Malbec, Chardonnay to Sauvignon Blanc. Some consumers are willing to drink outside their comfort zone, but they commonly seek guidance rather than take a risk on their own.
Wines from lesser known countries like Croatia have a tough battle to capture consumer awareness. Most consumers, at a wine shop or restaurant, generally wouldn't ask for a Croatian wine. In most instances, Croatian wines are a hand sell, requiring a knowledgeable and passionate wine store employee, distributor rep, or sommelier to persuade consumers to take a chance. It can even be difficult for an importer/distributor to convince a restaurant or wine shop to carry Croatian wines.
"They don’t know anything about Croatia apart from the fact that it is a beautiful country; they don’t know anything about Croatian products; they have never read a book written by a Croatian author; they don’t know anything about the Croatian way of life; they don’t know what makes us different from the other nations on the Balkan Peninsula."
--Understanding Croatia: A Collection of Essays on Croatian Identity by Božo Skoko
What do you know about the Republic of Croatia? I'll admit I knew little of the country until a few months ago. I'd previously written about one of their wines and one of these cheeses, but I hadn't delved too deeply into their history and culture. I'm sure many people are in a similar situation, knowing little about Croatia. Most of the popular news articles about Croatia have emphasized it as a tourist destination, especially its compelling beaches and islands. They haven't though revealed the complexities of Croatia, its rich contributions to the world, its vibrant cuisine and cultural traditions. I know
Who is responsible for our general ignorance of Croatia? I think that responsibility can be spread to a number of different groups, including Croatia itself. They need to do more to spread their brand in a positive way, one which encompasses all aspects of that fascinating country. They cannot and should not rely only on being a fine tourist destination, known for their beaches. They need to make the public aware of all that Croatia has to offer, to put the country in the best possible light.
A recent article in Total Croatia News, has gone into more detail about some of the specific items that would benefit the Croatian wine industry, noting there has been a "lack of coordinated promotion of Croatia's wine story." The article recommends creating four wine museums in the different wine regions of Croatia, with specifics of what those museums should include. Wine tourism can bring much revenue to Croatia, but there needs to be more attractions for them, from wine museums to wine routes.
"Croatia is a popular tourist destination but we cannot earn the world’s respect simply on account of that. Croatia has to be strong politically and economically and it has to promote its values and cultural heritage – Croatia has to become a brand that encompasses everything from economy, politics, culture, science and gastronomy to art."
--Understanding Croatia: A Collection of Essays on Croatian Identity by Božo Skoko
Writers also can do their part, by choosing to cover more than just Croatian's role as a tourist destination. Discuss its culture, its gastronomy, its wines, traditions and history. Show all of its depths and not just its surface beauty. Do we really need to read hundreds of articles extolling the virtues of their beaches and islands? There is much more that is both interesting and exciting that can be covered.
The more people know and understand about Croatia, the more positive they see the Croatian brand, the more likely they are to taste and buy Croatian wines. Croatian wines are diverse and delicious, interesting and food-friendly. They contain all of the elements that consumers would enjoy, if they only gave these wines a chance. I'll be contributing to spreading more awareness of Croatia in the coming weeks with a series of articles about my travels in Croatia.
Have you ever been to Croatia? If so, what fascinating stories can you share about your experiences?
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