Marketing Strategies for the Development of Ukrainian Winemaking
DOI:
https://doi.org/10.58423/2786-6742/2025-10-16-39Keywords:
consumer behavior, Ukrainian winemaking, taste preferences, market segmentation, marketing strategies, wine tourismAbstract
This research focuses on analyzing consumer behavior regarding wine selection in Ukraine, emphasizing economic aspects, development prospects for domestic winemaking, and marketing strategy development. Wine is examined as a complex product reflecting taste preferences, emotional experiences, and cultural characteristics. In Ukraine, the availability of imported wines creates skepticism toward local products, which presents a barrier to industry development. The aim of this work is to identify key factors influencing wine choice and develop strategies to increase the competitiveness of Ukrainian winemaking.
Theoretical consumer profiles have been formed: younger consumers (18-25 years) gravitate toward simple and affordable wines, while older consumers (56+) value quality. Segmentation revealed five types of consumers: connoisseurs, event organizers, local brand enthusiasts, budget buyers, and beginners. Results indicate significant potential for Ukrainian winemaking due to accessibility, variety for different consumer segments, and price attractiveness; however, skepticism about quality remains an issue. White and sparkling wines dominate preferences, opening marketing opportunities. Red wine has a niche among men, requiring targeted campaigns. The economic situation in Ukraine, particularly income reduction, affects price sensitivity but does not eliminate demand for quality wines. Taste became important for 79.5% of respondents, friend recommendations for 66.9%, and origin for 60.7%. The findings of a survey conducted among 112 wine consumers confirmed certain hypotheses regarding the frequency of wine purchases and revealed specific demographic differences by gender and age. However, several expected outcomes were not supported, which is likely attributable to the limited sample size and potential biases stemming from the online survey format.
Ukrainian winemaking has growth prospects if prejudices are overcome through improved quality, accessibility, and recognition. Strategies should include market segmentation, emotional marketing, and support for local production. The development of wine tourism, online tastings, and collaboration with restaurants will promote popularity. At the state level, it is advisable to hold festivals and support programs for winemakers, while at the international level, Ukrainian wines should be promoted through competitions and branding with national symbols.
The practical value of the research lies in developing recommendations for marketers, retail chains, and online alcohol beverage stores.
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