The second Brand Day, dedicated to wine as a brand of Montenegro, was held at the Faculty of Economics in the presence of a large number of students, representatives of the academic community and the profession, as well as the general public interested in this topic. 

At the beginning of the event, the dean prof. Dr. Mijat Jocović and Prof. Dr. Boban Melović, full professor and head of the Department of Management and Marketing, who acted as moderator of the event.

Based on the fact that brand management is one of the main preoccupations and spheres of interest of successful companies, as well as the fact that the number of wineries has grown in the last decade, and that wine tourism is expanding significantly on a global level, we decided that this year's Brand Day would be thematic and precisely dedicated to this very current and perspective topic, Professor Melović said on that occasion.

He also pointed out that the creation of a recognizable wine brand, which can equally participate in the race for consumers with already successful foreign and domestic brands, is one of the key success factors in the wine industry. Therefore, the goal of the event at the Faculty of Economics was to point out the importance of building a brand in the wine industry and its positioning on the market through expert discussion and representative examples from Montenegrin practice, especially considering the connection with gastronomy, tourism and other complementary areas.

In the panel discussion entitled "Montenegro wine: from vineyard to brand", the focus was on marketing and promotional activities of Montenegrin wine brands and their positioning on the market, as well as topics such as: the history and tradition of Montenegrin wines, the influence of geographical location on quality wines in Montenegro, wine tourism as a growing segment of tourism and hotel industry, innovations in wine production and distribution, and the future of Montenegrin wine brands on the domestic and international market. These and other questions were discussed by the panelists:

Dušan Jocić, marketing and branding consultant in the wine and alcohol industry

Vladan Savović, director of sales and marketing for Montenegro, company "13. July Plantaže"

Dejan Keković, owner of the winery "Keković Estate"

Filip Vukićević, owner of the winery "Vukićević"

Milan Milutinović, owner of "Wine&Drink Store Montenegro"

Nemanja Nikolić, executive director of "Hotel Hilton Podgorica"

At the end of the event, the attendees had the opportunity to hear tips for wine tasting under the guidance of the sommelier, Mrs. Dijana Boljević, and the wineries provided wine tasting for all attendees.

The event gathered more than 100 participants and initiated a professional and constructive debate, i.e. an analysis of market conditions, business strategies and examples from Montenegrin practice, with the aim of improving knowledge about current trends, corporate challenges and practical solutions in the field of wine branding and incentives for the development of wine tourism.