An Analysis of the Business Operations and Development Opportunities of St. Jerome Winery

Winemaking and wine tourism represent an important segment of economic and tourism development in continental Croatia, particularly in regions with a strong viticultural tradition such as Međimurje. The Municipality of Štrigova is characterised by a long-standing winegrowing tradition, rich cultural heritage and a growing tourism offer focused on eno-gastronomic and experiential activities. Within this context operates St. Jerome Winery, established through the rebranding of the former Podrum Štrigova, combining heritage, wine quality and a modern market-oriented approach. The paper analyses the business operations of St. Jerome Winery and its development opportunities within wine tourism and regional identity. The research applies descriptive, benchmarking and SWOT analyses to assess market position, key business factors and activities, with emphasis on rebranding, wine portfolio, tasting room development and digital sales. The results indicate significant development potential based on product quality, autochthonous grape varieties and strong destination linkage, alongside weaknesses such as limited brand recognition and an underdeveloped experiential offer. Proposed measures include the “St. Jerome Wine Route”, organised harvest experiences and package arrangements. The paper highlights the importance of integrating wine, culture and tourism for the sustainable development of the winery and the destination.