engleski

Market liberization and Croatian wine production

The subject of investigation is forecast of the most important trends on domestic wine market. In study expert survey was used. 50 examinees from field of viticulture and enology participated in survey. By means of structured survey intuitive and multidisciplinary forecast was obtained for period 2009 to 2014. Regardless of Croatia accession to EU, it is expected an increase sale of foreign wines on Croatian market. The increase of wine import will be mostly influenced by wine sale in supermarkets, strong exporter logistics, favorably ratio price/quality import wines and also their good image. Imported wines will take the biggest part in middle price segment but the least in highly low-cost segment. The most of experts observing that domestic wine production needs transition period in next five years in form of successive harmonization of import contingent. Important role in protection and support of domestic production should further hold government due to fight black market, production stimulation, domestic wine sales and marketing and by organizing joint market. Competitiveness of domestic wine production is possible increase by improvement of production technology and wine nourishment, image building of Croatian wines, by consumer’ s education about wine (joint wine marketing) and by stronger wine advertising. Market linearization will provoke export of Croatian wines. In that case occasions for export are mediocre. The biggest obstructers for export are weak marketing, small producing capacity and small domestic wine production. From exported markets the most perspective is, EU market, regional market and market with limited private production.

liberization; wine; export; import; Croatia

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