PERSPECTIVES OF UKRAINE VITICULTURE AND WINE INDUSTRY IN THE CONTEXT OF GLOBAL CHALLENGES AND EUROPEAN INTEGRATION

Ukraine’s wine and grape industry faces challenges due to war, climate change and requirements of European integration. Strategic management is needed to adapt business processes and regulations. This research assesses the industry’s state and perspectives, emphasizing strategic management and EU market integration. Key trends include market volatility, EU competition, and war-related production losses. Findings highlight the need for adaptive management, modernization, financial support, and enhanced competitiveness through branding and exports. The study’s novelty lies in analyzing global and European integration challenges. It offers insights into adaptive management tailored to economic and geopolitical shifts. Practical significance includes recommendations for state support, investment, and EU regulation alignment to ensure sustainable growth and competitiveness.