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„ PUBLIC RELATIONS

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Elizabeth Andrew

Not only many winemakers but also some
distributors began to stick #tosivypijeme (#le-
t´sdrinkittogether) stickers on their wine to
thank their customers for their support.
„The principle of the whole initiative is based
on the fact that the Czechs prefer domestic pro-
ducers to foreign ones when buying wine. An
important aspect is the interconnection of a
large number of wineries - in addition to several
of our own videos, more than 170 other short
videos were spontaneously created, which
appeal to wine lovers on youtube.com/hash-
tag/tosivypijeme.
These messages under the header of the „To
si vypijeme“ („Let´s drink it together!“) ini-
tiative had more weight for consumers thanks
to the hundreds of winemakers who „pull to-
gether“. This aroused sympathy in people and
initiated a number of positive responses and
according to feedback, also an increase in sales.
We initiated a six-month competition for 200

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