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TOGETHER WE ARE STRONGER

the competition venue. We usually send sam- ney as soon as possible after the harvest,
ples securely packed in special cartons on pal- which cost him a lot of money. So, he needs
lets by air cargo or road freight collectors. to sell young wines quickly. The Wine Fund has
The achieved results help to build and launched a massive St. Martin‘s campaign re-
strengthen the goodwill of our wines not only ferring to some historical habits.
on the domestic market but also internatio- In fact, the St. Martin‘s tradition has been
nally with more than 1000 Platinum, Double forgotten for more than 100 years. We told the
Gold, Gold and Silver medals Nation that there used to be a peri-
from the most famous Interna- od when landlords and farmers paid
tional competitions worldwide. maids and peasants after the end of
the season and signed contracts
ST. MARTIN´S WINE with them for another year. It was
A special and highly successful celebrated with good food and
project is “St. Martins Wine”. Everyone young wine.
knows the amazing marketing story of This aroused public interest.
Beaujolais Nouveau. Already after a few years, the
The inspiration for every national wine survey revealed that the public
producers association can be how the perceives St. Martins Wine as a tra-
Czech Republic managed to create a national dition since the Middle Ages! Probably the
wine icon, how we let flourish a new tradition best part was the idea of connecting young
which complemented the Beaujolais tradition wine with the golden St. Martins oven roas-
in early years, caught up with it and finally sur- ted goose. The Czechs like food, so after
passed it. a few years the smell of the Czech goose
The idea was: Any winemaker needs mo- erased the Beaujolais midnight kiss.

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