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The paper describes the main reasons for the formation of new regional association of wineries, based on a different origin of wines in the wine region of Moravia in the southeast part of the Czech Republic. This research aim is to create a plan for a new development of such strategic alliances on the basis of results of the localization factors. The coefficient of localization is used for the identification of the cluster. The results are compared with the already operating associations for the appellation in Austria (DAC). There were traced changes in the consumer preferences in the Czech wine market. Consumers are placing more emphasis on the selection of wine on its descent from a particular area, the growing community and the individual grower. The dynamic development of the wine category, major changes in the market and the consumer demand are the main causes for the formation of associations of small and medium-sized wineries. This paper specifically introduces new associations for the appellation system VOC. This alliance is described in the context of the establishment, operation, development and expansion, respectively the possibility of the involvement of additional organizations suppliers and research institutions. The application of the results of research was a plan for the establishment of a new alliance VOC Modre Hory, where there are associated 30 wine producers of wine in 5 villages around the centre Velke Pavlovice. Based on the experience of the newly emerging VOC system of appellations, there was set up a plan of formation of the association with the proposed methodological approach. Open cooperation between the associations VOC appellation and other entities involving suppliers, customers, research institutions and universities has the possibility of creating an institutionalized wine cluster. The plan to create a wine cluster was proposed to establish the cooperation between the newly emerging associations of the VOC at three sub-regions of South Moravia, in order to achieve a competitive advantage.

New strategic alliances of wine producers in the Czech Republic