PROMOTION OF ARMENIAN WINE TYPES IN THE NATIONAL MARKET: MAIN ISSUES AND PROSPECTS / ԳԻՆՈՒ ՀԱՅԿԱԿԱՆ ՏԵՍԱԿՆԵՐԻ ԱՌԱՋՄՂՈՒՄԸ ԱԶԳԱՅԻՆ ՇՈՒԿԱՅՈՒՄ․ ՀԻՄՆԱԽՆԴԻՐՆԵՐԸ ԵՎ ՀԵՌԱՆԿԱՐՆԵՐԸ

This article examines the possibilities and ways of promoting Armenian wine varieties in the Armenian market. The object of the research is wines produced from grape varieties considered indigenous to the Republic of Armenia, and the subject is the process of selling Armenian wines in the RA market. In Armenian culture, viticulture and winemaking have been key components of national traditions and the lifestyle of the population since ancient times. At the same time, the lack of information on traditional winemaking in the RA market, the loss of wine consumption culture do not reflect the enormous potential and importance of the sector for the country. Wines produced from indigenous Armenian grape varieties and wine-making regions need innovative approaches. The development of the sector will directly stimulate the progressive development of both winemaking organizations and individual settlements. The main goal of the article is to study the demand for wines made from indigenous grape varieties in the market and develop marketing proposals for their development. To achieve this goal, the methods of induction and deduction, as well as well-known historical, comparative, statistical, and observational methods, were used during the analysis.