CREATION OF LOCAL WINES AS A METHOD OF FORMATION OF COMPETITIVE ADVANTAGES OF THE WINERY

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.