Croatia’s Požega-Slavonia county targets stronger wine branding

Economic zones can serve as drivers of regional development and new investment, further stimulating the development of Požega-Slavonia County, it was highlighted at the 4th Regional Conference – Požega 2026: “Think Economically, Develop Regionally.”

The conference also addressed the need for stronger branding and positioning of Graševina on global wine maps, CE Report informs via the Croatian Chamber of Economy's official website.

Business results for 2025 confirm positive economic trends in the county, as well as the strong export orientation and competitiveness of local companies on international markets.

Marija Šćulac, Vice President of the Croatian Chamber of Economy (HGK), said that economic indicators confirm stable progress in Požega-Slavonia County.

“Business revenues increased by 11.8% last year, profits by as much as 35.8%, and exports by 9.9%. At the same time, the number of companies increased by 5.7%. These results show that the county has a solid economic foundation for further development, despite the current slowdown in the investment cycle. The greatest potential for further economic development lies precisely in attracting new investment and creating quality conditions for the growth of existing businesses and the arrival of new entrepreneurs,” Šćulac said.

Goran Šutalo, President of the Požega County Chamber, spoke about the importance of economic zones and the construction of an expressway that would connect the Požega area with the A3 motorway.

“Economic zones are not simply land for investment; they are part of development policy and a space where knowledge, capital, technology, labour and entrepreneurship come together. If we want to attract new investment, we must create competitive business conditions, from faster construction-permit procedures and access to energy to lower infrastructure connection fees. In addition, it is extremely important to have a qualified workforce and public administration that is a reliable partner to the economy,” Šutalo said.

Antonija Jozić, Prefect of Požega-Slavonia County, emphasized that the county is basing its growth on economic development, creating conditions for new investment and new jobs.

“That is why it is important to connect businesses, experts and the public sector and jointly consider the opportunities and challenges ahead. Transport connectivity is one of the key prerequisites for economic development, while our Graševina represents a valuable potential for positioning the county more strongly, not only on the map of Croatia, but also on the European wine and tourism map,” Jozić said.

Graševina, the dominant grape variety in the area, is not merely an agricultural crop, but a product that has become a defining feature of the Požega region. Through strategic county projects such as the “World of Graševina,” the “Bećarac Museum” and the revitalization of historic wine cellars, an authentic tourism and cultural brand with high added value is being developed.

At the panel discussion “Graševina – More Than a Variety, a Symbol and Brand of Požega-Slavonia County,” participants highlighted the strong progress of Croatia’s wine industry in recent years. This has been supported by the construction of modern wineries and premium tasting rooms, the adoption of new technologies and major improvements in wine quality, as confirmed by numerous awards at prestigious international competitions such as Decanter, Mundus Vini and Concours Mondial. Wineries from the Kutjevo wine-growing area are leading this positive trend. The goal is to make Graševina even more recognizable and establish it globally as a premium wine brand.

The panel also addressed the challenges currently facing winemakers, from climate change and excessive imports of wine of questionable quality and origin to changing consumption habits among younger generations. The HGK Sector for Agriculture and Food Industry, the HGK Association of Winemakers, and regional organizations Graševina Croatica and the Kutjevo Winemakers Association, with the support of relevant institutions, identify more effective use of the Wine Envelope, continued investment in vineyards and the adoption of new technologies to increase productivity and competitiveness as key priorities.

Photo Croatian Chamber of Economy