From the sunny vineyards of the coast, to the tame valleys of central Montenegro - Autochthonous grape varieties and untouched nature are the main trump card in the development of wine tourism

The short distance between the sea, lake and vineyards, autochthonous grape varieties, age-old tradition of viticulture and untouched nature make Montenegro a unique destination for the development of wine tourism. Each region offers a different experience - from the sunny vineyards of the coast to the tame valleys of central Montenegro.

- Montenegro has strong potential thanks to the unique combination of climate, indigenous varieties such as Vranac and Kratošija, a small territory and a specific experience that tourists are increasingly looking for. Many vintners offer tourist tours through their vineyards, including wine tastings and tours of cellar complexes, with which visitors can learn about the production processes and the traditions behind Montenegrin wines - the Chamber said.

- The increasing demand for authentic and sustainable tourist experiences favors Montenegro, which can offer a "boutique" and personalized approach. The biggest comparative advantages, compared to the region, are the small geographical distance between the sea, lake and vineyards, autochthonous grape varieties, the tradition of viticulture, as well as the authenticity and preservation of the natural environment - they say.

Montenegro is recognized in the region and the world for the wines of the company 13. jul Plantaže. However, family wineries are also developing throughout the country, which occupy an increasingly important position when it comes to wine tourism.

- The company 13. jul Plantaže certainly represents the leader of the wine industry and a strong export brand, but it is precisely the small and family wineries that bring added value through authenticity, personalized experience and limited series of wines. In order to become a stronger part of the tourist offer, networking through wine routes and clusters, a joint approach to travel agencies and hotels, stronger digital promotion and online sales, standardization of the tourist offer, as well as export support is necessary, - said the Chamber of Commerce of Montenegro, adding that their capacities can be better valorized through integration into national and regional tourism campaigns.

Although winemaking and viticulture has a centuries-old tradition in Montenegro, this sector is not without its challenges either. If we are talking about the development of wine tourism, the Chamber sees the infrastructure as one of the biggest obstacles.

- Here, above all, we mean the access roads to rural areas and wineries. Also, a significant challenge is the lack of personnel, especially in the segment of wine tourism, sommeliership and interpretation of wine culture. Improvement is also possible in the coordinated promotion of Montenegro as a wine destination, but also in administrative procedures that can be challenging for small producers - the Chamber of Commerce states, adding that systemic measures are required to overcome them.

In order to promote and increase the visibility of Montenegrin wines, the Chamber of Commerce organized the visit of local winemakers to numerous international events. As they state, appearances at the common national exhibition space at international fairs such as Wine Vision in Belgrade and Pro Wein in Dusseldorf are extremely important for positioning Montenegrin wines on the international stage. Also, winemakers` visits to the world`s largest wine fairs, such as the one in Paris, were also organized.

Some of the winemakers with whom eKapija spoke at the Wine Vision Fair in Belgrade also pointed out the importance of participating in such events.

- At the Đukanović winery, we currently produce three labels - rosé, white wine, as well as Vranac, which is our autochthonous variety, which is what this region is known for. Two more labels are in preparation, which we plan to market in the coming period. During the fair, we made numerous contacts, both with visitors and distributors - he stated.

- The market is very interesting, especially due to the tourist season and the coast, but the competition is strong. Small producers are waging a great struggle with imported wines, which are often backed by significant marketing investments from foreign countries and companies. The path to positioning in one`s own market is difficult, but if you have quality, you will always find your customer - he concludes.