Development of a Marketing Strategy for Positioning a Russian Wine Company on the International Market

Abstract

The article addresses the issues of increasing recognition and forming a positive consumer experience of domestic winemaking products in the international market. Today, the grape-growing and winemaking market is characterized by high levels of competition, which justifies the need for adopting an optimal strategy to position products in both domestic and foreign markets. In the field of winemaking, Russian enterprises are not international leaders. However, the increase in domestic production volume and the development of competition within the country create promising opportunities for marketing wine and grape processing products beyond the borders of the state in international markets. Identifying problems at the enterprise and industry levels in winemaking allows companies to develop competitive strategies in wine production technology, market promotion, packaging and labeling, as well as customer engagement in a unified value chain with end consumers.