The Czech Republic is not a typical wine-growing country, yet winemaking and viticulture are among the oldest Czech crafts. Although the situation is slightly improving today, domestic wine production is not very preferred by Czech consumers since more than two-thirds of the wine that Czechs drink each year is imported. In the long term, the worst situation prevailed with the sales of a young wine. The cause was twofold: On the one hand, the market was already penetrated by imported Beaujolais nouveau, which became a synonym for the young wine. On the other, a peculiar Czechs’ taste for young wine was also an obstacle. As a young wine, many Czechs drink partially fermented must from grapevine fruits called “Burčák”. The young wine market was therefore seemingly penetrated with a low possibility of new brands entering it. The proposed case study will describe an ongoing campaign in which a new brand, “Svatomartinské víno”, was created. With this brand, it was possible to change the Czech consumers’ view of immature wines fundamentally. Thanks to the innovative branding approach, the product, which Czech consumers had neglected for many years, became a superior and must-have product for broad consumers. Also, the relationship between the brand and consumers has been established. The new brand has become a potential for many other related events. Last but not least, the consumption of domestic wine increased, which led to the support of local wineries and related regions.
Social geographic changes in the Ústí nad Labem region during the transformation stage
