Enhancement of wine as quality product of the cross-border area
Wine is the typical quality agricultural produce that this project is going to focus on, in the framework of trade fairs and through promotional material that can highlight its value and its method of production. Wine as expression of culture will be the object of a suitable marketing campaign to be carried out by means of traditional and highly technological instruments. The current situation meets with several difficulties: consumers do not possess yet the suitable assessment equipment to detect the products available on the market; the market of European wines is suffering severely because of the competition of foreign wines, which sometimes are low-quality products. On the Eastern hills of Friuli and in the Slovenian Collio region of Brda, where the wine sector is made of small and medium size firms, the quality production prevails: low yield per hectar, manual processing, greater attention to the product. The strong point is not the price, but the quality of the product. The main need is that of consolidating the image of quality on the market, whilst introducing, enhancing and strengthening the characteristics of these products. The multilingual promotional material that is going to be prepared in the framework of the project includes also some indications about the itineraries in the wine-making area. Visits to the cellars of the consortium producers will also take place, at Vinoteka and at the cooperative cellar in Brda; an educational tour will be organized with the participation of specialized journalists.