Marketing and Branding of Wine Products on the Russian Market
( Pp. 241-246)

The purpose of this study is to form an understanding of the value and application of marketing and branding in the Russian wine industry. The article describes the negative events of the past and the prospects for further development of the wine industry in Russia. This analysis showed that over the past 30 years, most Russian manufacturers have significantly improved the quality and range of their products. Conclusions. Marketing and branding of wine products allows you to use knowledge about customer preferences, market information and product information in the process of providing value to customers by differentiating the brand in the market. The differentiation of wine products has become an important issue in the modern wine industry. Due to the increase in the variety of wine, an important role is played by the individual choice of consumers, reflecting differences in basic tastes, preferences and incomes of consumers, as well as marketing and branding of wine, the formation of recognition in the market. On the supply side, product differentiation is a powerful tool for wine companies to mitigate the adverse effects of price competition for profit. This article explores the relative importance of various attributes, including variety, brand, and geographical origin, and their impact on consumer choice.

Khachatryan A. A. Marketing and Branding of Wine Products on the Russian Market // ECONOMIC PROBLEMS AND LEGAL PRACTICE. 2024. Vol. 20. № 6. P. 241-246. (in Russ.) DOI: 10.33693/2541-8025-2024-20-6-241-246. EDN: XYXOVM

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wine industry, winery, differentiation of wine products, wine marketing, wine branding, promotion of Russian wine, Russian wine..