Features of the Organized Wine Distribution: The Foreign and Domestic Experience

Abstract

The formation of a wine distribution system in each country has its own specifics and depends on many internal and external factors that require a quick response to maintain continuous deliveries and sales. Therefore, there is a need to compare the peculiarities of the wine market formation in the countries under study, since these countries have different distribution systems. The article expands and provides examples of the functioning and principles of distribution in various world markets – in countries that occupy leading positions in the wine industry, and in countries that do not produce wine or produce mainly for domestic consumption, but are viewed as promising export markets at present or have great potential in the future. Our choice fell on the wine markets of countries such as South Korea, the USA, India and Norway. The purpose of writing the article is to study the approaches to the formation of the wine distribution system and the activities of its subjects in various world markets in a global changing environment. It is proven that wine and alcoholic beverage producers, as well as wine market operators, must adapt to the changes taking place in the global market in order to increase competitiveness and strengthen their brands and image. In addition, they must clearly respond to changes related to wine distribution systems in both off-trade and on-trade segments, comply with local regulations and trademark protection systems, which will also contribute to success and development in new markets. Attention is paid to the study of the main reasons for the decline in wine production and consumption in Ukraine. The analysis of the distribution system and its features in the world countries plays an important role for the further possible development and improvement of such a system in Ukraine. Consideration of various examples of the functioning of wine markets of the countries over the world makes it possible to separate those business examples that could increase the efficiency and profitability of the domestic wine market. It is defined that one of the specific channels of wine distribution in Ukraine before the war was wine and gastronomic tourism, which was actively popularized both in Ukraine and in the EU countries. It is proved that this is the most promising instrument that will contribute to the development of the wine industry in Ukraine and increase the consumption of Ukrainian wine.