Analysis of state and characteristics of wine tourism in Crimea, the definition of development opportunities

      To determine the total wine market should determine the amount of consumption of these products. Consumption of wine by one respondent at a reception given in the chart: 11.8% of respondents consumed at one time not more than 0.1 liters of wine, 32.8% of those surveyed - 0.1-0.2 l, 22.9% of those surveyed - 0 ,2-0, 3 yrs, 21.5% - 0.3-0.4 liters. 

       

     Among the Crimean wine consumers over a third (32.5%) do not buy wine themselves, may give it as a gift or consuming a guest.

      Less than once a month to buy 36.7% of wine consumers, 25.8% bought this drink 1-3 times a month, and the most active buyers - 4.8% - make a purchase of wine from once a day to several times a week. 

 

     Table 1: Frequency of purchases among the Crimean wine consumers, 2010 

     The study also found that alcohol consumption varies during the holidays. Thus, in 40% alcohol consumption increases during the holidays.

     Since wine - off-season products and fluctuations in demand, depending on time of year are not significant, it is legitimate to compare the frequency of purchases of wine in the autumn and summer of 2010, and on the basis of changed customer behavior to draw conclusions about the impact of the crisis in this product category.

     Overall, the study showed that more than half of wine consumers have not changed the frequency of their purchases: 55% stayed the same, pre-crisis level, and 63% of your purchases recorded at the level of consumption of the autumn. However, about one-third of consumers buying wine over time, becoming less and less negative and its negative for wine tourism.

     It should be noted that the determining factor in the choice of wine in 47.5% of cases is the price per unit of output, 18.5% - the reliability of the manufacturing plant, 11.7% - on previous purchases.

      This situation is not caused by neglect of their health, and lack of information on how to verify the authenticity of products. In this case, according to consumers themselves or appearance of the bottle giving it a special form only increase the cost of production, but not always provide reliable protection against counterfeiting and high palatability.

     

• Red  - price of a bottle 47.5%
• Yellow- reliability of the manufacturing plant 18.5
• Turquoise- characteristics on stamp3.7%
• Violet- previous experience of buying11.7%
• Orange- external design8.6%
• Green- fame brand8%
• Blue- fame brand2%

 
 

   The study found that more than half of respondents (59.2%) when making a purchase preferred products specific winery:

Alas, in Ukraine, few buyers, "professionals", as in Western markets, understand that some should be in the bottle. The consumer is not prepared to differentiate wines according to grades.

Consumers of wine are almost evenly divided into three groups. One of them prefer the Crimean wine production, the second - only prefer foreign brands and the third - does not make much distinction between foreign and Crimean wine.

 

Table 2: Respondents wine preferences on by producer.

The choice of a particular brand of Crimean wines listed in the table.

 

Table 3: Preferences of the Crimean wines by brand 

*** Only respondents who gave their preference Crimean wines answered on this question.

In addition, it should be noted that in the first place belongs to the consumer preferences in red semisweet wine - it consumes 51.2% of respondents.

  Second place is occupied by red, dry / semi-dry wine - 36.5% of respondents prefer to drink it is his.

  Completing the top three white dry / semi-dry wine - 27.8% of respondents opt on it.

  The least consumed types of wines are port wines, rosé wine, Madeira and sherry (Table 4). 

 

Table 4: Types of wine that Crimean preference 2010.

     Differences in income levels also have an impact on the habits and preferences of Ukrainians in the consumption of wine.

  Thus, only 17.0% of respondents with low income regularly consume wine, and the rest either do indulge in the consumption of alcoholic beverages, or prefer other drinks. Thus, among wine consumers with low income have priority in the consumption of vodka and beer?

       Among the inhabitants of the Crimea with the average income in wine consumption involved 28.9%. And most wine lovers recorded among people with high incomes - 45.0% of this income category representative regularly buys wine.

Most preferred wine give women (58.6%). Men are more lukewarm to this drink - 41.4% of them drink wine. In this wine, women and men consume mostly aged 25-44 years - 45.8% and 49.3% respectively.

  Young people aged 15-19 are much less wine consumption (men - 8.3%, women - 4.6%). For this age group, more preferably in the consumption of beer. Most likely, this can be attributed to the active promotion of systems and their capabilities (for example, in contrast to other producers of alcoholic beverages beer producers can use television advertising). The number of consumers of beer is growing among young people.

Table 5: Consumption of wine depending on the age and sex, 2010

     Many Crimeans know about conducting wine tours, wine tasting, wine festivals and fairs and visit them. But what surprised me, because it is that there are those respondents who live in the top center of wine and wine tourism in Ukraine respectively and do not know about the conduct of such activities its certainly signs of undeveloped marketing and advertising systems.

It's a shame that they themselves have no interest in Crimean virtues of their land.

In February 2011, Global Report on the status of alcohol and health World Health Organization has published data on the amount of alcohol consumed. The world average consumption of alcoholic beverages was 6.1 liters per person per year. Ukraine was one of the countries with the highest rate - 15.6 liters per person. Moldavia, Czech Republic, Hungary and Russia Surpassed Ukraine.

     But keep in mind that in Moldova, and Hungary quantitative high (18.22 and 16.27 liters per person) are achieved mainly dry wine consumption in the Czech Republic (16.45 liters) - beer, while in Russia and Ukraine - mostly vodka. Such a choice in favor of spirits called the northern type of alcohol consumption.

     For Ukraine it is, unfortunately, is normal and due to historically established preferences. The research, conducted in Ukraine in March 2011 by R & B Group (sample consisted of 2094 respondents) confirm the specificity of such alcohol consumption in Ukraine - over a third of purchases of alcoholic beverages have a tip. In addition, it is most often purchase alcohol beverages. On average, it bought every 2-2.5 weeks, while the wine - about 3 times in 2 months, brandy - a little less than 1 per month.

However, in the near future, analysts expect a redistribution of market structure, which is expressed by a decrease in the proportion of spirits in favor of wine and beer. The validity of these expectations can be verified, a closer look at the markets.

The largest amount spent on spirits and beer of foreign brands of foreign brands - an average of just over 400 USD. a month. Alcoholic beverages of domestic brands are the average costs 280-295 USD. a month. Men are generally more generous in their expenditure on alcohol than women, as well as consumers with higher income levels compared to those whose financial status more modest. Demonstrate the high level of spending as owners of their own business (have their PE, SPD, FOP, etc.), not married or living as unmarried. Residents of the Central Ukraine and mega cities consume alcohol more than the residents of western Ukraine and the settlements of another type. The most economical in their spending is the category of 30-39 year old consumers.

     Fundamentally different situations consist on the wine market. For many years the Ukrainian winemaking was considerably inferior in its successful production of vodka. In many ways, made ​​it self felt in post-Soviet legacy. In the 70 years of the twentieth century began a sharp decline in area planted with vineyards, in connection with the state anti-alcohol campaign and because of aggressive quarantine pest of grapes - the phylloxera. This bleak situation is entrenched economic default of 90s of the twentieth century. In Crimea, return to your old area and volume of the crop can not be today. But recent developments in the industry offer hope for improvement. According to experts Western marketing company the life cycle of Ukrainian wine industry is in the initial phase of maturity and is promising to producers. Wine production, according to the producers themselves, by 2014 may grow by 110%, fueled by the following factors.

     First, consumer preferences are changing. Moving away from the crisis mood, they begin to return to their basket more expensive products. According to Pro Retail, due to rising incomes and the gradual restoration of consumer credit real retail sales in January-April 2011 compared to the same period last year increased by 13.8% to $ 26.699 billion UAH.

Secondly, the industry finally got public support. Chapter Ministry of Agro Nicholas Prisyajnyuk during his working trip to Crimea reported that the ministry plans to increase production up to 2025 fruit and berry crops in almost 8 times. To achieve this goal will involve the possibility of the state program that provides financial compensation to bookmark orchards, vineyards and buy refrigerators at a rate of up to 100% of the costs to enterprises of any form of ownership.

     This year the state was partially offset by the cost of laying the vines and refrigerators. The average for the support of viticulture and winemaking from the state budget will be allocated annually 500 - 600 million UAH. Agrarians reasonably argue that the compensation for the real costs of this amount is clearly insufficient, but, nevertheless, she is strong support for the industry. In addition, the Government intends to develop a culture of wine consumption, establishing a wine festival and opening the way wine tourism. It will also set up a national inventory of vineyards, which will monitor the quality of wine.

  At the moment the wine market experts estimate 23 million dollars, while 85% is produced by domestic manufacturers - 15% is imported. In 2010, the market showed growth estimated at 27-30% compared to 2009. The most successful segment in Ukraine is a sparkling wine. By quantity of consumption of the drink Ukraine is among the ten leading countries.

Association "National Bureau of grapes and wine," not so long ago emerged as a result of combining several Ukrainian producers intend by 2010 to increase wine consumption of domestic production by 5 times. For this plan to increase the area occupied by vineyards, more than 2 times - up to 200 hectares.

      Best selling "brands", according to various sources, are now Koblevo TM, Golden Amphora, Chabot, Muscat, Inkerman, Koktebel. According to a survey conducted by R & B Group, number 1 brand in the business market indicators (in terms of popularity and level of consumption in physical terms) is the TM Koblevo. Second highest consumption in the market is Golden Amphora TM. TM Szabo, Muscat, Koktebel, Inkerman keep parity position in terms of consumption. In monetary terms of market share between the leaders distributed a little differently. According to Western marketing company at the end of 2010 became the market leader in Inkerman. This is followed by TM Muscat, Koblevo, Vinia, Golden Amphora, Chabot, Mikado, Oreanda, Svyatkova collection.