Established by the young winemakers, this good practice represents a unique supportive hub for the promotion of local wine products using ICT tools.
This good practice was created on the initiative from the young winemakers of wine-growing region of Slovenian Istria, who want to ensure efficient future appearance in domestic and foreign markets, as well as an innovative industry integration and organized support in the field of innovation and advanced ICT tools.
Through an innovative approach and partnership, activities will be aimed at connecting key actors in rural areas in order to create new development, entrepreneurial and employment opportunities and strengthen sustainable production, consumption, exchange and spatial organization.
The Divina Wine Hub is strategically located and represents a unique supportive hub for stipulation of the common goals and activities, as well as creation of a strong supportive environment which will foster active cooperation and agricultural holdings, resulting in increased market competitiveness through joint products - wines under a single brand, and a joint oenological technological production.
By implementing this good practice, the beneficiaries will also be other stakeholders from the area of Slovenian Istria (branch wine organizations, associations, consortia, farms and companies, tourist organizations,
municipalities etc.), however, this good practice will be mainly focused on winemakers, as in 2020 at least 15 young winemakers and 5 support organizations will be involved in the operation of Divina Wine Hub Šmarje.

Resources needed

The resources required:
2) MATERIAL (a suitable space and ICT infrastructure)
3) FINANCIAL (provision of the satisfactory financial resources is needed and it will mainly come from the local and EU levels, but sources coming from the marketing part of the hub as well).

Evidence of success

This good practice will:
1) encourage entrepreneurial activities
2) develop a market for local typical products of Slovenian Istria
3) enhance environmentally friendly production of local products based on sustainability, as well as following EU environmental guidelines,
4) ensuring awareness of the importance of the natural and cultural heritage of Slovenian Istria
5) develop Slovenian Istria into an ecological wine destination
6) new innovative marketing app

Difficulties encountered

1) Establishment of supportive environments for the development of entrepreneurship
2) Establishment of a joint producer organization for the wine sector
3) A joint market presence of agricultural producers and tourism providers

Potential for learning or transfer

The Divina Wine Hub Šmarje project is primarily aimed at the young winemakers of Slovenian Istria, as viticulture, as an important part of the agricultural sector, has found itself in a state of jeopardy. In addition, the target groups are other wine organisations, associations, consortia, farms and companies that will participate in the establishment of the ecological destination of Slovenian Istria. Municipalities and tourism organisations are also key target groups, i.e. the public sector, which will help to establish the destination through its policies. The general public will also be included.
Three key learning potentials areas for learning have been identified:
1. Participation of young winemakers
2. Identification and use of advanced ICT technologies in joint promotion, marketing and sale of the common and individual products – wines
3. Economic efficiency and optimisation of business.
Main institution
Partnership of young winemakers of Slovenian Istria, Šmarje local community, University of Ljubljana, AM-SATUS d.o.o.
Zahodna Slovenija, Slovenia (Slovenija)
Start Date
July 2020
End Date


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Good Practices being followed by

Robert Feri

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