WINE DISTRIBUTION IN UKRAINE UNDER CONDITIONS OF UNCERTAINTY AND CONSTRAINTS

The article is dedicated to analysing the current state, challenges, and prospects of wine product distribution in the Ukrainian market. It examines the key factors influencing the formation of wine supply chains, including economic, political, social, and regulatory constraints. Particular attention is given to the application of the Theory of Constraints (TOC), developed in the 1980s by Eliyahu Goldratt. The article demonstrates how this theory has been adapted to the modern context, including the wartime conditions in Ukraine, which have significantly impacted logistics chains, production processes, and consumer behaviour. In the article, the author also explores the differences and commonalities between the Theory of Constraints (TOC) and Uncertainty Theory, analysing their approaches to problem-solving under conditions of constraints and uncertainty. In times of war, TOC helps address issues in supply chains and resource management, contributing to the improvement of wine distribution efficiency. It allows for a better understanding of the prospects for the functioning of the Ukrainian wine market in conditions of uncertainty and restrictions, as well as the development of practical tools for its sustainable development even in challenging circumstances. The article also discusses the key indicators in the wine distribution system according to TOC.