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The topic of the final qualification work: « Development of a project for conducting a marketing research of measures to promote environmentally friendly wines to the market ». Prepared by : Yuliya Panferova 1st year master's student Department of agricultural technologies Sevastopol state University
Nowadays, more and more modern consumers understand that the consumption of various food products affects their health and the environment. As a result, the global market for organic food is growing every year and is becoming an alternative to the consumption of products containing harmful components that affect human health. In this regard, in recent decades in the field of viticulture, there has been a revival of biodynamic and organic winemaking, which contributes to the emergence of environmentally friendly wine on the market. Relevance of the topic
Eco-friendly wine is a wine produced from biologically pure grapes, the process of growing which is minimally mechanized, manual labor is used. Equipment for wine production is made of high-quality stainless steel, barrels are made of environmentally friendly oak. During the production process, a little bit of sulfites is added to the wine, special yeast is used, and the wine is poured exclusively in a nitrogen environment. Very important is the absence of chemical "additives" - flavorings, preservatives, dyes.
Today, there are more than 450 large biodynamic wineries in the world, including some well-known producers in the leading wine regions of France, the USA (California), Italy, Germany and Australia. In Russia, unlike in Europe, organic wine on the shelves of wine stores is limited. There are several reasons for this: complex storage and transportation conditions for organic wine; lack of understanding about the production of organic and dynamic wine, its difference from other types, and as a result, the interest in this wine on the part of the consumer, and, consequently, the seller; high cost of wine.
The most important rule of organic viticulture: grapes, which will later be made into organic wine, can not be grown with the use of synthetic additives, such as: synthetic herbicides; synthetic pesticides; synthetic fungicides; synthetic fertilizer; hormone; genetically modified organism.
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Activities to promote organic wine on the market: monitoring changes in consumer demand; explanatory and educational work with the consumer ; conducting a massive advertising campaign cooperation with specialized stores of environmentally friendly products; cooperation with foreign organizations that certify organic wines.