Despite its natural potential for grape cultivation, Croatia has gradually reduced wine production since joining the European Union in 2013, while the import of cheaper wine is increasing. Unfortunately, sufficient quantities of wine are not produced to meet domestic needs, so the profit from exports is far lower compared to the possibilities offered by our fertile soil. In 2019, Croatia earned around $18 million from wine exports, while France, as the world’s leading exporter, reached an amount of as much as $11 billion. The fact that Croatian wines are still mainly exported to neighboring Balkan countries, especially Bosnia and Herzegovina, shows that we have not fully utilized the openness of the European market.
However, albeit modest, there is a kind of increase in wine exports.
While in the nineties we mainly exported cheaper wines of lower quality, today we are recognized in foreign markets for our high quality.
Furthermore, Croatia currently exports wine to over 50 countries, whereas just twenty years ago it was only about 30 countries. Thus, exports to the Serbian market have increased by over 35% compared to 2018.
Regarding the wine varieties that dominate the export range, the Krauthaker winery from Kutjevo highlights its Graševina, which can even be found on the tables of top British restaurants marked with a Michelin star. The winemakers from Kutjevo have successfully recognized the importance of collaboration to improve wine sales in both domestic and foreign markets, thus establishing the Kutjevo Winemakers Association with the aim of designating Graševina as a wine of high quality.
It’s interesting to note that in recent years, there has been an increase in the export of sparkling wines, which are most recognized in the Dutch, Italian, and German markets, as well as in Singapore. The Chinese market hasn’t been spared either, as the Dalmatian winery Pelješki Vinogradar introduced its Plavac Mali under the name Red Dragon, which with its sweetish aroma has proven to be a real success, now available even in the Croatian market. Besides exporting to China, this winery also exports its wines to European countries and Australia.
Pelješki Vinogradar is not the only winery that has opened its doors to the vast Chinese market. Another Pelješac winery, Matuško, with its Royal Dingač, managed to interest the owner of the Radisson Blu Resort & Spa Sun Gardens, businessman Chen Feng. After tasting this semi-sweet red wine, Feng was thrilled and offered cooperation to the Pelješac winery, thus beginning this business story with the export of 8000 bottles of Royal Dingač. This Pelješac winery also exports its wines to the European market, with Austria being the main distributor for the rest of the countries in Europe.
The quality of Dingač, the first legally protected wine, has also been recognized in the American market, which is fifth in importance for the export of Croatian wines. Thus, during President Biden’s inauguration, Dingač and Zinfandel wines were served, serving as excellent advertisement not only for the winemakers but also for Croatia as a whole.
The Traminac from Iločki Podrumi has been the “face” of Croatian wines since the mid-20th century due to its serving to guests at the coronation of Queen Elizabeth II. Serving the Traminac vintage 1947 brought cult status to this Croatian wine variety, and Iločki Podrumi remains the only Croatian winery whose wines are served at the royal court today. Despite being exported to 22 other foreign markets, Zagreb remains the main market for the sale of Iločki wines. Iločki winemakers are proud of Traminac’s entry into the Japanese market, with which cooperation is growing.
Istrian Teran is mostly recognized in the Montenegrin and Serbian markets, while the white Dubrovnik Malvasia has impressed the American market.
Despite all these successful examples, the recognition of Croatian wines in foreign markets is still in its infancy. Although bureaucratic procedures have been eased with Croatia’s entry into the European Union, more foreign wines continue to be imported into Croatia. Expensive and high-quality wines manage to find their place on the shelves of foreign stores, while Croatian shelves are filled with cheaper foreign wines.
Thus, in 2017, imports accounted for about 30%, while exports were less than 15%. When asked why Croatian indigenous wine varieties, despite centuries-old tradition and reputation, remain so unnoticed in foreign markets, winemakers respond that the problem lies in politics. They believe that Croatian authorities and local tourist boards have not paid enough attention to the wine industry and its tourism potential. Through wine tourism, Croatian wines can be brought closer to tourists, and thus the doors of wineries throughout Croatia will open for domestic and foreign collaborations.