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PUBLIC RELATIONS

It´s been created a prestigious event that,
thanks to the presence of celebrities on the
stage, will gain wide publicity during the annu-
al campaign to promote the sale of sparkling
wine for Christmas and New Year‘s celebrations.
The general public have the impression that
Bohemia Sekt are products for celebrities, ce-
lebrations, special occasions, and their con-
sumption, we rank among them.
Winning a championship competition and
the title of champion or at least the medal pla-
cement of the vice-champion is such a presti-
gious result that the sommelier remembers
throughout his future professional life in in-
terviews, biographies, publications. If she/he
makes any presentation, she/he is presented
as the winner of the Trophée Bohemia Sekt,
even if it is a presentation of any other wine-
ry or wine country. The name and association
for the championship spread further along the
WOM (word of mouth) route without the initi-
ative and costs for Bohemia Sekt. I also consi-
der this effect to be smart PR.

In addition to all of this, there are a number
of other effects achieved:
To achieve the highest possible level of in-
formation about the products of the Bohe-
mia Sekt group among sommelier self-study
and preparation for the competition, where
the best possible knowledge of all products,
plants, operations, or wine routes of the
group can lead to higher points in the theo-
retical part.
To systematically create awareness of the
quality standards of Bohemia Sekt Group pro-
ducts among professional sommeliers and,
through the publicity of the championship
competition, also among the interested part
of the public. In addition, a clever lesson on sponsorship

To build this relationship between future can be applied here as well. It is better to spon-
sommeliers through a junior competition. sor a competition than a talented competitor.
By organizing the Czech Republic cham- Fame belongs to the winner (and his spon-
pionship to create an automatic association sors), but not everyone can win. As a sponsor
of championships and top Bohemia Sekt, re- of the competition, the winner is always your
spectively still wines. person on the finish line.
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