Теоретичні та прикладні питання економіки. Збірник наукових праць.

Випуск 1 (46)

УДК 663.21, 663.25

JEL F15, L10, L51, L66, M10

ORCID ID 0000-0002-7437-9602

DOI https://doi.org/10.17721/tppe.2023.46.3

Golovii V.F., PhD student

Taras Shevchenko National University of Kyiv

and Nord University (Norway)

viktor.golovii@nord.no, victor.holovei@gmail.com

THE CONCEPT OF TERROIR:

 WHY IT MATTERS FOR UKRAINIAN WINE INDUSTRY?

This paper explores the crucial role of terroir in Ukrainian winemaking's transition from traditional, quantity-focused models to innovative, quality-driven approaches. Against the backdrop of Ukraine's Eurointegration process, which compels wineries to reevaluate the significance of terroir, we examine the practical implications for the country's wine industry. A case study of "Shabo" Winery exemplifies the successful implementation of terroir-based strategies, displaying how they enhance the perceived value and distinctiveness of Ukrainian wines in both domestic and international markets. This research sheds light on the evolving landscape of Ukrainian winemaking and underscores the potential of terroir to elevate the industry's reputation and competitiveness. These findings offer valuable insights for wineries seeking to differentiate themselves and policymakers considering the role of terroir in shaping Ukraine's evolving wine industry

Keywords: terroir, terroirists”  Ukrainian wine industry, eurointegration of Ukraine, “quantity versus quality”, “quality-based differentiation”, “quality-based competition”, "Shabo" Winery, competitiveness, terroir-based strategies

Full Text: PDF

DOI: https://doi.org/10.17721/tppe.2023.46.3