DOI: 10.11118/978-80-7509-820-7-0172

THE BUSINESS OF PARADOX: CLASSIC METHOD SUSTAINABLE

Martin PROKEŠ

Purpose: The basic paradox and research question in the beginning was the combination of luxury wine marketing of sparkling wines and sustainability. The main research objective is to define and evaluate the benefits of establishing and developing wine cluster for sustainable sparkling wine producers. Very important research objective is how to increase motivation to start new businesses providing sustainable development in the region.
Design/methodology/approach: The most of all the research and scientific resources were obtained with cooperation of Austrian Wine Producers Associations and specialised academic experts at the Universities in Austria. The wine industry in Austria has experienced dynamic development and intensive cooperation in wine clusters has led to worldwide fame and significant export successes. Examples, principles and models of successful cooperation within associations and clusters can lead to a generalization of the theoretical approach and inspiration for other clusters in neighbouring countries. The special emphasis to innovative approaches and principles leading to sustainable development in cluster research. The source of research are interviews with cluster managers, and research among winemakers and winegrowers. Further research of trends in target markets.
Findings: The values relating to the environment and society are of particular importance in the eyes of the consumer, who acts as a responsible citizen. Moderate regular drinking of classic sparkling wines creates space for education in the areas of sustainability and circular economy of their producers. Sustainability, Certified organic wine, Certified biodynamic wine, Natural wine or raw wine have become part of complex modern business management and marketing of wine clusters specializing in the production of classic sparkling wines. Findings of the research is devoted in detail to the organization the CIVC (Comité Interprofessionnel du Vin de Champagne), the Comité Champagne is trade organisation representing interests of independent producers (vignerons) and Champagne Houses. Champagne to be a fully sustainable region by 2030. The point of view of the organization of a new appellation system for sparkling wines in the Czech Republic is examined in detail with the introduction of the highest Austrian sparkling wine category Sekt G.U. (PDO). Six years ago (2015) local producers set the course for Austrian Sekt with a protected designation of origin and certified quality has been instantly recognizable for consumers via the three quality classes – The Asutrian Sekt G.U. Quality Pyramid – of Klassik, Reserve and Grosse Reserve. The inspiration for the intensive cooperation of individual producers is the Method Cape Classic association in South Africa, whose model of operation is excellent in wine tourism and especially in the areas of cooperation on innovation and new sustainable processes.
Research limitations: The suggestions for future research is possible in new emerging Moravia Classic Method association created in this year 2021. The identified limitations in the research processes are influenced by pandemic crisis COVID19 and related declines in producer turnover and wine sales throughout the wine world.
Practical implications: The implications for organisation in cluster practice, applications and consequences are identified by three examples of clusters (France – CIVC, South Africa – MCC, Austria – Sekt G.U.). All examples of cluster organisation is going to responsible sustainable outcomes.

Keywords: wine clusters, paradox luxury and sustainability, CIVC, MCC, Quality Pyramide

pages: 172-181