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NEW NORMAL

sulting and research firm Kline & Company, of a natural cork and the recyclability of the
mapping the market in 2019, the „natural“ glass…
trend has been the most important trend in A friendly relationship with nature is one of
the personal care sector (hygiene, cosmetics) the many faces of corporate social responsibili-
since 2016. As many as 65% of consumers in ty. It is a voluntarily chosen approach to social,
the US food and beverage market are willing environmental and other issues in the perfor-
to pay extra for a „natural“ product, according mance of daily work operations and in deci-
to the Deloitte agency research. Three of the sion-making. This area includes a wide range
five crucial purchasing preferences stated by of activities from employing people with di-
customers in the same research were „shop lo- sabilities, to buying and selling fair-trade pro-
cally“, „zero-waste“ or a minimum amount of ducts or recycled / recyclable materials, strict
recyclable waste and „Mindful eating and drin- respect for human or minority rights, waste
king“. Among the first ten motives for choo- sorting, maintaining ties with former retired
sing a product, its price was not included at all! employees, supporting and sponsoring so-
Do your wines come from pure nature? Tell cially beneficial or accepted movements and
it to people! After all, this is exactly what the activities, charitable foundations, etc.
famous lizard, tree frog or kingfisher on the The socially beneficial dimension of the
bottles of Znovín Znojmo means! It doesn‘t winery‘s activities is monitored and evalua-
have to be an organic product according to ted very sensitively by customers, the media,
Demeter! authorities, independent creators of public
Because we do not have such a strict law on opinion, as well as by its own employees. This
winemaking as in France, use the information is, why we consider those activities as a part
to inform that the wine was born right here, of public relations. Well-managed and com-
in Czech and Moravian vineyards. Tell the cus- municated projects can be an opportunity to
tomers it was processed only a few kilometers improve the impression of the company and
from the vineyard and it was delivered to the achieve publicity even at places where the en-
customer in light recyclable bottles in a consi- tity would not otherwise penetrate through its
derate way, in compliance with EURO6 emis- own activities.
sion limits. It didn‘t have to cross an ocean or It can be a way to reach new target groups
climb the Alps and it left only a tiny carbon fo- and to differentiate oneself from competitors.
otprint. Mention the low sulphite content of It may be part of the true content of the
the wine, absence of other preservatives, use brand mentioned by Leoš Bárta.

A GOOD DEED IS NEVER LOST

The popular claim that wine is a social drink has many levels and meanings. We
just don‘t notice them at first. For example, that wine is a beverage that helps
charity. It is its traditional partner worldwide. Yes, we will talk about good deeds,
charity and sponsorship.

It has already been said that the main role of At times, perhaps each of us decides to
public relations is to build reputation and we do a good deed, even though this concept

build public relations with everything we do. may be understood differently from country
A tree is known by its fruit and a man by his to country. When it comes to money, we usua-
deeds, as we know from the Bible. lly hesitate between donating and sponsoring.
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