MODERN TRENDS IN WINE DISTRIBUTION IN UKRAINE IN THE CONTEXT OF THE GLOBAL MARKET

Abstract

The relevance of analyzing wine distribution in Ukraine is increasing due to the simultaneous influence of global economic restructuring, technological shifts in trade, and internal transformations of the national agri-food market. The aim of the article is to identify the principal patterns and drivers of change within Ukraine’s wine distribution system, to evaluate the evolution of distribution models under contemporary economic pressures, and to explore how these processes shape the long-term competitiveness of domestic producers. Methodologically, the study relies on comparative market analysis, institutional examination of interactions between producers, wholesalers, and retail chains, as well as statistical evaluation of structural indicators that reflect market concentration, channel diversification, and the dynamics of consumer behavior. This combination of methods enables a multidimensional assessment of distribution mechanisms and their capacity to adapt to external challenges. The research demonstrates that Ukraine’s wine distribution architecture is gradually transitioning toward a more technologically advanced and functionally diversified structure. Traditional wholesale channels remain important, yet their dominance is increasingly challenged by the expansion of specialized retail, the strengthening of national supermarket chains, and the accelerated development of digital commerce. The findings confirm a noticeable shift in demand toward higher-quality product segments, accompanied by intensifying competition among distributors, broader portfolio differentiation, and a growing emphasis on logistics optimization supported by digital tracking and inventory technologies. The practical significance of the article lies in the formulation of an analytical framework that can guide producers, distributors, and regulatory institutions in improving distribution efficiency, strengthening supply chain resilience, and designing adaptive models capable of ensuring sustainable market performance amid geopolitical uncertainty, regulatory fluctuations, and heightened competitive pressure.