Turk family transitions from music agency to Međimurje viticulture

The Turk family has transitioned from the music industry to successful viticulture in the Međimurje region of Croatia. Josip ‘Joža’ Turk, the 87-year-old founder of the prominent music agency ‘Lira’, shifted his focus to winemaking upon retirement.

What began as a small hobby with 1,500 vines in Vučetinac has evolved into a professional family estate managing approximately four hectares of vineyards. The business is now managed by his son, Josip, a graduate enologist, with support from his wife, Vera. The family produces various protected European grape varieties, including Pinot Gris, Sauvignon, Yellow Muscat, and Zweigelt.

To honor their musical roots, the family uses the ‘Lira’ logo on their wine bottles. The estate utilizes a direct sales model, with over half of their production sold directly from their location, while the remainder is distributed to local hospitality venues and private buyers.