CURRENT ASPECTS OF PROMOTING THE UKRAINIAN WINE INDUSTRY BY SOMMELIERS – AN INNOVATIVE MARKETING TOOL IN HOSPITALITY

Abstract

The article explores the current aspects of promoting the Ukrainian wine industry through the activities of sommeliers as an innovative advertising tool in the hospitality sector. The modern state of Ukrainian winemaking, its dynamic development, and the key challenges faced by wine producers in domestic and international markets are analyzed. Special attention is given to the role of sommeliers in popularizing the national wine product, their interaction with producers, restaurants, and specialized retail networks. The Ukrainian wine industry is rapidly developing, with sommeliers playing a key role in its promotion. They contribute to shaping wine culture, organize tastings, and collaborate with producers and international experts. The focus is on promoting local wines and enhancing their competitiveness in global markets. The study examines the activities of the Ukrainian Sommelier Association and its contribution to the development of wine culture, particularly through organizing tastings, professional competitions, and international events. The importance of strategic partnerships between Ukrainian winemakers and sommeliers for shaping a positive image of national wine is highlighted. The growing trend of promoting local grape varieties, which shape Ukraine’s unique enological identity, is emphasized. Marketing approaches used to promote Ukrainian wine, including social media strategies, tasting events, collaborations with international experts, and wine associations, are analyzed. The main barriers to the development of the Ukrainian wine industry are identified, such as low consumer awareness, competition with foreign producers, and limited resources for large-scale promotion. In conclusion, it is proven that the activities of sommeliers play a crucial role in shaping the wine consumption culture in Ukraine, developing wine tourism, and enhancing the competitiveness of the national wine industry. The prospects for further market development through the integration of international quality standards, the expansion of the professional sommelier network, and the support of local winemakers are considered.