Improving Marketing Strategies for Private Labels of Malvazija Istarska Wines

Abstract

The chapter represents the challenges of creating a new wine brand in Croatia based upon an autochthonous wine grape variety Malvazija Istarska. As a product, the wine has a long tradition of winegrowing and strong historical background. With novel technologies which create high quality wines with numerous positive attributes and current presence on national and international markets, there is strong evidence that branding could be the next step. The demand for Malvazija Istarska exists and consumers are aware of the attributes and quality. From the producer's point of view Malvazija Istarska should maintain its quality and positive image and geographic origin which warranties uniqueness. The brand should be distinctive from other similar products with distinctive and protected package and bottle design and size.

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