Economic potential of the wine industry in the context of EU integration

The study aimed to assess the economic potential of the wine industry in the Odesa region in the context of Ukraine’s integration into the European Union and to identify strategic directions for its sustainable development. The study analysed the natural, economic and social factors that contribute to the development of the industry, as well as the challenges faced by winemakers in the context of globalisation and adaptation to European Union standards. The study examined the functioning of leading wineries such as Shabo, Kolonist, French Boulevard and Vinhol Oksamytne, emphasising export success, innovations and marketing strategies. The main results of the study demonstrated that the Odesa region is the leader in wine production in Ukraine, accounting for more than 60% of the national output. Despite the high quality of its products and compliance with international standards, Ukrainian wine exports to European countries have been declining in recent years due to war and economic difficulties. At the same time, the main challenges were identified, including competition with European producers, the need to adapt to regulatory requirements, and the need for innovation in production and marketing. The proposed development strategies include improving technological processes, producing biological and premium wines, developing clusters of wineries and strengthening government support through subsidies, grant programmes and measures to promote Ukrainian wine internationally. The conclusions confirmed that the implementation of these strategies will help to strengthen the competitiveness of the wine industry in Odesa region, expand its export potential, develop wine tourism and establish Ukraine as a promising wine region in the global market. The results obtained can be used for the development of regional wine policy and the implementation of support programmes for the industry