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DIGITAL MARKETING & COMMUNICATION

Eva Gargelová
Eva graduated from the University of South Bohemia,
and passed her doctoral examination at Masaryk University
in the field of Business Entrepreneurship. She has been working
in Znovín since 2000, now in the position of a marketing
manager. As a project manager, she is in charge of e.g. the
„Pilgrimage with Znovín“ project.

PILGRIMAGE WITH ZNOVÍN

The former royal town of Znojmo lies above the winding meanders of the
Thaya river on the Czech-Austrian border. Archaeological findings confirmed
the cultivation of grapevine and the production of wine on the local slopes
as early as 2000 years ago, at a time when the 10th Northern Legion of Mar-
cus Aurelius had its camp here. The Znojmo region is dominated by the his-
toric Šobes vineyard, the natural Grand Cru on steep terraces, where Ries-
ling, Green Veltliner… and wine tourism thrives. Znovín Znojmo a.s. supports
wine tourism and has chosen it as its main marketing tool. Not everyone has
the conditions to create such a strong fan base of loyal customers but when
lucky circumstances come together, the Czech model of Znovín Znojmo can
be a good example. Its history and present time are described by the project
manager Eva Gargelová, who has been in charge of visitor experience marke-
ting from the very beginning.

Znovín Znojmo is a traditional medium-si- are said to forget about time here, divining rod
zed winery focused mainly on white wines, spins wildly and the mind of men sees light…
which are doing well in our region. We produ- A blind man‘s sight was allegedly returned af-
ce about 3 million bottles per year. Grapevine ter he washed himself with water from a ma-
does not understand the boundaries, so you gical well in the forest near the small village of
can easily imagine that the local wines are si- Hnanice, which then became a much-visited
milar to the Austrian ones on the other side place of pilgrimage. However, over time that
of the river. And Austrian wines are known all fell into oblivion.
over the world today. When we first organized the „Putování po
Our region was endowed with a beautiful archivních sklepích Znojemska: (Pilgrimage
and varied landscape, truly exceptional, inter- over the Archive Cellars of Znojmo Region)
woven with legends and historical stories. Per- in 1998, it did not occur to us that our wine
haps three Celtic priestesses whose souls are would create a new pilgrimage tradition. We
said to reside in the miraculous stone called wanted to offer our customers our products in
Heiliger Stein on the Czech-Austrian border the authentic environment of production and
breathed a happy fate into its cradle. People archive wine cellars.
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