DEVELOPMENT OF THE WINE MARKET IN UKRAINE ON THE BASIS OF GLOBAL EXPERIENCE

Topicality. Favorable natural and climatic conditions for winemaking in Ukraine, the available personnel, production, and scientific potential make it possible to satisfy domestic demand and establish a large-scale export of wine. However, production is decreasing and wine imports are increasing. This makes it necessary to carefully study the world experience in regulating the wine market and increasing the competitiveness of producers. Aim and tasks. The purpose of the article is to determine the measures that must be implemented for the development of winemaking and the development of the domestic wine market, based on the research of the best world experience. The task: to analyze the trends of the world wine market, the best experience in regulating the wine market and increasing the competitiveness of winemaking, to prepare proposals for the improvement of state policy in Ukraine. Materials and methods. The article uses normative legal acts of the European Union. The information base of the study was the documents of the International Organization of Vine and Wine, the works of foreign and domestic scientists. The system-structural approach, comparative analysis, and synthesis were used in the research process. Research results. The trends of the world wine market were analyzed, the largest producers and exporters were identified. It was substantiated that thanks to the significant multiplier effect, winemaking has a significant impact on economic development. The experience of the EU regarding the regulation of the wine market was considered. The experience of the USA and Australia in increasing the competitiveness of winemaking and wine quality was analyzed. It was shown that this was achieved primarily due to the formation of effective clusters. State policy measures regarding the wine market in Ukraine were considered and suggestions for their improvement were provided. Conclusion. The development of winemaking on the basis of state support is important for the post-war recovery of Ukraine. To increase the competitiveness of domestic enterprises, it is necessary to: improve institutional support, create clusters, develop wine tourism, prohibit unfair trade practices, improve state regulation and state support for the sector.