1075 KB36 KB202520252025Papler, Dragoletnik:1številka:2025str. 66-75COBISSID_HOST:234686211ISSN:3024-0387URN:URN:NBN:SI:doc-LQ4VZA3CslVisoka šola za trajnostni razvoj, samostojni visokošolski zavodTrajnostblagovna znamkastatistična analizatrženjski spletturizemvinoVino kot ponudba v oskrbovalnih verigah in turistično doživetje na deželi|Slovenia has 505,255 hectares of agricultural land with 67,747 agricultural holdings, of which 14,096 hectares are vineyards with 17,442 holdings. Wine quality and excellent marketing have become the most important elements in viticulture and winemaking. Goriška Brda has 1 800 hectares of vineyards. The most famous wines are the indigenous Rebula, Tokaj, Pinot, Pinot Gris, Chardonnay, Savignon, Merlot and Cabernet. Goriška Brda has a sub-Mediterranean climate, with twice the annual rainfall of the Mediterranean climate. The clay subsoil has given rise to deep loamy to clayey loam soils that are well permeable to water and full of minerals, which offer good conditions for the growth of vines and thus a higher mineral note in the wine. The case study shows the Ronk estate, which has three brands, Frajer, Ronk and the new Selectus. Launching the new brand was a challenge of marketing know- -how in the supply chain, hard work and application of experience. The importance of the new brand is differentiation, quality guarantee, advertising, competition and origin labelling, and a distinctive image of the tourist experience in the country, recognised by loyal customersSlovenija ima 505.255 hektarjev kmetijskih površin z 67.747 kmetijskimi gospodarstvi, od katerih je 14.096 hektarjev vinogradov s 17.442 kmetijskimi gospodarstvi. V vinogradništvu in vinarstvu sta postala kakovost vina in odličen marketing najpomembnejša elementa. Goriška Brda imajo 1800 hektarjev vinogradov. Najbolj znana vina so avtohtona Rebula, Tokaj, Pinot, Sivi pinot, Chardonnay, Savignon, Merlot in Cabernet. Goriška Brda imajo submediteransko podnebje, kjer letno zapade dvakrat več padavin v primerjavi s sredozemskim podnebjem. Flišna podlaga je dala globoka ilovnata do ilovnato glinasta tla, ki so dobro prepustna za vodo in polna mineralov, kar nudi dobre pogoje za rast vinske trte in s tem višjo mineralno noto vinu. Študija primera prikazuje posestvo Ronk, ki ima tri blagovne znamke, katere so Frajer, Ronk in novost Selectus. Uvedba nove blagovne znamke na trg je bil izziv marketinškega znanja v oskrbovalni verigi, trdega dela in uporabe izkušenj. Pomembnost nove blagovne znamke je razlikovanje, jamstvo kakovosti, oglaševanje, tekmovalnost in označevanje porekla ter prepoznaven imidž turističnega doživetja na deželi, ki ga prepoznavajo zvesti kupciTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaVisoka šola za trajnostni razvoj