CHALLENGES FOR THE VINEYARD AND WINE PRODUCTION COMPLEX OF UKRAINE IN THE CONDITIONS OF EUROPEAN INTEGRATION

Abstract

The article is devoted to identifying the challenges for the viticulture and wine industry of Ukraine in the context of European integration, finding ways to adapt to their impact and solving problematic aspects of the industry development. The article describes the challenges facing the Ukrainian agro-industrial complex in the context of convergence with the EU Common Agricultural Policy. It is determined that the key problems of the industry in the context of European integration are the ‘expansion’ of imported products in the wine market; insufficient level of product quality; lack of a register of producers, insufficient level of transparency and reporting; reduction in grape production; impact of military actions on the industry; imperfection of pricing policy in the industry; insufficient level of institutional support for the industry. Possible directions for solving the problems of development of the viticulture and wine industry in the context of Ukraine's approximation to EU standards and promotion of Ukrainian wine products in the European and world markets are proposed. It is proved that an innovative strategy for the development of the viticulture industry in the digitalised and global world will not only help Ukrainian producers to cope with modern challenges, but will also open up new horizons for sustainable and competitive development of the industry. It is substantiated that among the key components of the development of the viticulture and winemaking complex is the protectionism of the national wine producer and its alternative support in the conditions of fulfilling the requirements of the agreements with the EU; increasing the volume of subsidies to the industry: transformation of the agricultural system and support of small farmers and craft producers; raising product quality standards and strengthening the fight against counterfeit products; increasing the profitability of producers based on the transfer of innovations and the development of high-tech production; integration of the efforts of Ukrainian science, education, public organizations and other stakeholders to promote the brand of Ukrainian wine among consumers both in Ukraine and the EU and around the world.