Hrvatsko zagorje launches new wine tourism campaign

A new promotional campaign and visual identity, titled ‘Zagorje je vino’ (Zagorje is wine), has been launched to position the Hrvatsko zagorje region as a premier wine destination. The initiative aims to connect local winemakers, highlight the region's viticultural traditions, and integrate wine production more closely with tourism and gastronomy.

Campaign initiator Radovan Marčić noted that the slogan reflects the reality of the region, which boasts the highest number of registered hobbyist winemakers in Croatia. The campaign seeks to shift perceptions of local wines by emphasizing rising quality and the use of advanced technology, such as temperature-controlled cellars and extended maceration processes.

The project also focuses on preserving and promoting autochthonous grape varieties, such as Starohrvatska belina. Local officials and designers noted that the new visual identity will be available for winemakers to use on labels, packaging, and branded merchandise to increase market recognition.