Abstract
The article proves the practicability of producing wine from local grapes for Ukrainian wineries. Thesubstantiation is based on the construction of five levels of goods and consumer values. The fifth level is awine that has a unique style: its character, temperament, expresses the peculiarities of the area where it isproduced. It has directed therapeutic properties due to the maximum content of nutrients from certain varieties of grapes and innovative technology. A business model of wine production in the chateau format hasbeen proposed. The mission, goals and strategies for such production have been developed. The mission isthe production of unique wines and the revival of winemaking traditions and wine consumption culture inUkraine. Target audience of consumers and competitive advantages have been determined. It is advisableto determine a competitive strategy for focusing on the manufacture of local wines. The marketing strategy ofgrowth has been proposed - the strategy of developing a new product. Namely - the organization of a fullproduction cycle for the manufacture of dry white table wines from the grapes of the new breeding generation by author's blend schemes. Market research has shown that production of local wines may become acompetitive advantage of Ukrainian winemakers for a rather long period of time. The competitive advantagesof "Chateau", which produce local wines, allow us to work effectively on the national and international markets.
Highlights
Statement of the problem and its connection with important scientific and practical tasks
According to the annual report of the International Organization of Vine and Wine, the current stage of development of world wine production shows orientation towards new winemaking markets and shows the steady consumer interest in local wines made from local grape varieties
The Ukrainian ampelographic heritage is represented exclusively by introduced varieties: historically the wine regions were parts of different countries, inhabited by different nations with a diametrically opposite attitude to the wine culture, which explains the deficit of indigenous technical grape varieties in these territories
Summary
Wine is a pleasure, which gives the feeling of joy of life. Wine is communication; drinking wine requires the ability to talk. Despite the fact that winemaking in the territory of modern Ukraine appeared in the IV century BC on the southern coast of the Crimea, historically it happened that wine-growing regions were part of different countries, were inhabited by different nations with the opposite attitude to the wine culture This explains the shortage of aboriginal grape varieties in these territories, including in the Odessa region, where the only autochthonous variety is Telty Kuruk, which is recognized as the pride of the shabo terroir whereas the ordinary dry wine of the PDO (Protected designation of origin) “Telti-Kuruk Shabo "(LLC "PTC Shabo", Odessa) received the Grand Prix at the international tasting competition "Yalta.
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