{"id":116773,"date":"2026-09-26T00:24:31","date_gmt":"2026-09-25T22:24:31","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=116773"},"modified":"2026-09-25T12:31:53","modified_gmt":"2026-09-25T10:31:53","slug":"genderove-neutralni-zpravodaj-odradil-stale-zakazniky-vinar-je-nyni-v-insolvenci","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/09\/26\/genderove-neutralni-zpravodaj-odradil-stale-zakazniky-vinar-je-nyni-v-insolvenci\/","title":{"rendered":"Genderov\u011b neutr\u00e1ln\u00ed zpravodaj odradil st\u00e1l\u00e9 z\u00e1kazn\u00edky \u2013 vina\u0159 je nyn\u00ed v insolvenci"},"content":{"rendered":"
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Vina\u0159 z Falce se nechal p\u0159esv\u011bd\u010dit, aby p\u0159ijal genderov\u011b inkluzivn\u00ed jazyk, rozeslal odpov\u00eddaj\u00edc\u00edm zp\u016fsobem formulovan\u00fd newsletter \u2013 a podle vlastn\u00edho p\u0159izn\u00e1n\u00ed ztratil \u201ezna\u010dn\u00fd po\u010det tradi\u010dn\u00edch z\u00e1kazn\u00edk\u016f\u201c. Stalo se tak v dob\u011b, kdy n\u011bmeck\u00fd vina\u0159sk\u00fd pr\u016fmysl ji\u017e byl pod obrovsk\u00fdm tlakem na prodej. Jeho dru\u017estvo Habitat Weine eG je nyn\u00ed v p\u0159edb\u011b\u017en\u00e9m insolven\u010dn\u00edm \u0159\u00edzen\u00ed. Genderov\u00fd experiment byl jen jedn\u00edm z \u0159ady \u0161patn\u00fdch rozhodnut\u00ed. Ale odcizit si vlastn\u00ed v\u011brn\u00e9 z\u00e1kazn\u00edky jazykov\u00fdm aktivismem, kdy\u017e trh ji\u017e sl\u00e1bne, je docela \u00fasp\u011bch.<\/span><\/strong><\/p>\n

Wolfgang Bender poch\u00e1z\u00ed z vina\u0159sk\u00e9 rodiny, kter\u00e1 p\u011bstuje vinnou r\u00e9vu v Bissersheimu ve Falcku ji\u017e v\u00edce ne\u017e stolet\u00ed. Obd\u011bl\u00e1vali p\u0159ibli\u017en\u011b 13 hektar\u016f, zam\u011b\u0159ili se na biov\u00edno a pozd\u011bji p\u0159ijali neobvykl\u00fd model dru\u017estva. Z klasick\u00e9ho rodinn\u00e9ho podniku se vyvinul Habitat Wines a na jeho webov\u00fdch str\u00e1nk\u00e1ch se dodnes uv\u00e1d\u00ed \u201e180 majitel\u016f\u201c. V roce 2024 dokonce <\/span>den\u00edk Tagesschau (<\/span><\/a> hlavn\u00ed n\u011bmeck\u00fd ve\u010dern\u00ed zpravodajsk\u00fd po\u0159ad) tento model p\u0159edstavil jako nov\u00fd n\u00e1pad pro v\u00fdrobu v\u00edna. Mnoho majitel\u016f, velk\u00e9 n\u00e1pady \u2013 ale nakonec je to v\u017edy z\u00e1kazn\u00edk, kdo rozhoduje, zda si l\u00e1hev koup\u00ed, \u010di nikoli.<\/span><\/p>\n

Pak p\u0159i\u0161la lekce jazyka. Bender <\/span>novin\u00e1m Rheinpfalz<\/span><\/a> \u0159ekl , \u017ee s n\u00edm st\u00e1\u017eistka opakovan\u011b diskutovala o genderov\u011b inkluzivn\u00edm jazyce. Zpo\u010d\u00e1tku s t\u00edm necht\u011bl m\u00edt nic spole\u010dn\u00e9ho. Po n\u011bkolika dnech ho kone\u010dn\u011b p\u0159esv\u011bd\u010dila, \u017ee tento jazyk je \u201ef\u00e9rov\u011bj\u0161\u00ed\u201c. Proto sv\u016fj newsletter odpov\u00eddaj\u00edc\u00edm zp\u016fsobem zm\u011bnil. Reakce byla rychl\u00e1: jeho \u010dten\u00e1\u0159i se zmen\u0161ili. Bender pozd\u011bji p\u0159iznal, \u017ee v d\u016fsledku toho ztratil \u201emnoho dlouhodob\u00fdch z\u00e1kazn\u00edk\u016f\u201c.<\/span><\/p>\n

M\u011bli byste zn\u00e1t sv\u00e9 st\u00e1l\u00e9 z\u00e1kazn\u00edky<\/span><\/h3>\n

\u017d\u00e1dn\u00fd Ryzlink r\u00fdnsk\u00fd nechutn\u00e1 l\u00e9pe, proto\u017ee newsletter obsahuje dvojte\u010dky, a \u017e\u00e1dn\u00fd z\u00e1kazn\u00edk si nekoup\u00ed dal\u0161\u00ed bednu, proto\u017ee dostal lekce gramatiky. Zejm\u00e9na v mal\u00e9m vina\u0159stv\u00ed hodn\u011b z\u00e1le\u017e\u00ed na d\u016fv\u011b\u0159e, zvyku a osobn\u00edm kontaktu. Lid\u00e9 znaj\u00ed sv\u00e9ho vina\u0159e, kupuj\u00ed stejn\u00e9 odr\u016fdy u\u017e l\u00e9ta a doporu\u010duj\u00ed je ostatn\u00edm. Ka\u017ed\u00fd, kdo do takto zaveden\u00e9ho vztahu n\u00e1hle vnese politick\u00fd nebo spole\u010densk\u00fd trend, by si m\u011bl alespo\u0148 uv\u011bdomit, jak na to zareaguj\u00ed jeho vlastn\u00ed z\u00e1kazn\u00edci.<\/span><\/p>\n

Zejm\u00e9na jako majitel mal\u00e9 firmy byste m\u011bli zn\u00e1t sv\u00e9 st\u00e1l\u00e9 z\u00e1kazn\u00edky. A kdy\u017e je ekonomick\u00e9 klima ji\u017e tak obt\u00ed\u017en\u00e9, neexperimentujete slep\u011b s jazykem, o kter\u00e9m v\u00edte, \u017ee mnoho lid\u00ed \u0161tve. Bender se mohl sv\u00fdch z\u00e1kazn\u00edk\u016f zeptat p\u0159edem \u2013 sta\u010dil by jednoduch\u00fd pr\u016fzkum v newsletteru. M\u00edsto toho jazyk zm\u011bnil a n\u00e1sledn\u011b obdr\u017eel odpov\u011b\u010f prost\u0159ednictv\u00edm odhl\u00e1\u0161en\u00ed: n\u011bkte\u0159\u00ed z jeho dlouholet\u00fdch z\u00e1kazn\u00edk\u016f ode\u0161li.<\/span><\/p>\n

S\u00e1m Bender nyn\u00ed popisuje, jak hlubok\u00e9 u\u017e byly pot\u00ed\u017ee spole\u010dnosti. Na webov\u00fdch str\u00e1nk\u00e1ch Habitat Wines <\/span>p\u00ed\u0161e<\/span><\/a> , \u017ee v roce 2023 bylo ztraceno t\u00e9m\u011b\u0159 80 procent z\u00e1kazn\u00edk\u016f. Jako d\u016fvody uv\u00e1d\u00ed biocertifikaci, p\u0159em\u011bnu na dru\u017estvo a zaveden\u00ed genderov\u011b inkluzivn\u00edho jazyka. Cel\u00e9 ro\u010dn\u00edky se neprodaly. Pl\u00e1novan\u00e9 p\u0159edplatn\u00e9 na ochranu p\u0159\u00edrody m\u011blo p\u0159il\u00e1kat 600 podporovatel\u016f. Podle Bendera se p\u0159ihl\u00e1sili pouze \u010dty\u0159i. S takov\u00fdmi \u010d\u00edsly je z\u0159ejm\u00e9, \u017ee probl\u00e9m sahal daleko za r\u00e1mec zpackan\u00e9ho newsletteru \u2013 o to v\u00edce se st\u00e1valo zbyte\u010dn\u00fdm d\u00e1le odcizovat vlastn\u00ed v\u011brn\u00e9 z\u00e1kazn\u00edky.<\/span><\/p>\n

N\u00e1ro\u010dn\u00e9 tr\u017en\u00ed prost\u0159ed\u00ed<\/span><\/h3>\n

Spole\u010dnost Habitat Wines se ji\u017e pot\u00fdkala s klesaj\u00edc\u00edm trhem s v\u00ednem. Spot\u0159ebitel\u00e9 kupuj\u00ed m\u00e9n\u011b, tr\u017eby klesaj\u00ed a mnoho vina\u0159stv\u00ed m\u00e1 neprodan\u00e9 z\u00e1soby. Podle <\/span>N\u011bmeck\u00e9ho<\/span><\/a> vina\u0159sk\u00e9ho institutu klesl v roce 2025 objem zakoupen\u00e9ho v\u00edna i tr\u017eby p\u0159ibli\u017en\u011b o sedm procent. Na takov\u00e9m trhu se ka\u017ed\u00fd v\u011brn\u00fd z\u00e1kazn\u00edk st\u00e1v\u00e1 cenn\u011bj\u0161\u00edm. Ztr\u00e1ta n\u011bkter\u00fdch z nich kv\u016fli marketingov\u00e9mu trendu, kter\u00fd nem\u00e1 nic spole\u010dn\u00e9ho se skute\u010dn\u00fdm produktem, nen\u00ed trag\u00e9die. Je to chyba, kter\u00e9 se lze vyhnout.<\/span><\/p>\n

Pak tu byl kooperativn\u00ed model, kter\u00fd se zjevn\u011b tak\u00e9 nesetkal s nad\u0161en\u00edm u v\u0161ech z\u00e1kazn\u00edk\u016f. Takov\u00e9 experimenty mohou fungovat, pokud jim z\u00e1kaznick\u00e1 z\u00e1kladna rozum\u00ed a podporuje je. Ale kdy\u017e se bio certifikace, nov\u00e1 vlastnick\u00e1 struktura, p\u0159edplatn\u00e9 na ochranu p\u0159\u00edrody a genderov\u011b orientovan\u00e1 komunikace se z\u00e1kazn\u00edky shoduj\u00ed s ji\u017e tak slabou popt\u00e1vkou, hlavn\u00ed inovace sel\u017ee. Nikdy byste nem\u011bli ztr\u00e1cet ze z\u0159etele sv\u00e9 z\u00e1kazn\u00edky.<\/span><\/p>\n

Dne 26. srpna na\u0159\u00eddil okresn\u00ed soud v Bad Kreuznachu p\u0159edb\u011b\u017en\u00e9 insolven\u010dn\u00ed <\/span>\u0159\u00edzen\u00ed<\/span><\/a> proti spole\u010dnosti Habitat Weine eG. Za ne\u00fasp\u011bchem spole\u010dnosti stoj\u00ed n\u011bkolik ekonomick\u00fdch probl\u00e9m\u016f a \u0161patn\u00fdch rozhodnut\u00ed. Nejtragikomi\u010dt\u011bj\u0161\u00ed z nich v\u0161ak z\u016fst\u00e1v\u00e1 genderov\u00e1 ot\u00e1zka: zat\u00edmco podnik pot\u0159eboval z\u00e1kazn\u00edky, odcizil si \u010d\u00e1st sv\u00e9 st\u00e1vaj\u00edc\u00ed klientely jazykov\u00fdm cvi\u010den\u00edm, kter\u00e9 m\u00e1 s v\u00ednem asi tolik spole\u010dn\u00e9ho, \u200b\u200bjako genderov\u00e1 hv\u011bzdi\u010dka s dobr\u00fdm Ryzlinkem r\u00fdnsk\u00fdm.<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Vina\u0159 z Falce se nechal p\u0159esv\u011bd\u010dit, aby p\u0159ijal genderov\u011b inkluzivn\u00ed jazyk, rozeslal odpov\u00eddaj\u00edc\u00edm zp\u016fsobem formulovan\u00fd…<\/p>\n","protected":false},"author":2,"featured_media":116774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[157,1263,11716],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/116773"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=116773"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/116773\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/116774"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=116773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=116773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=116773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}