[/engl/?PHPSESSID=cd2fc5cff556994f792457038b3d871d] (submit me) ProRetail Club (archive of the sessions) Marketing researches (available only in russian) Job Ukrainian Retail Portal Our partners EHI Retail Institute European Retail Academy National Association of trade development and service Ukrainian Trade Guild Articles next... predious... True still in wine. Producing and distribution without headache. Part 2 The closest neighbours The main importers from the countries of the former USSR are Moldova and Georgia. In spite of the fact that territories of these countries are historically more adapted for winemaking, their manufacture cannot be also named ideal, and the scandalous phrase of the Georgian statesman had certain reasons. Therefore besides political underlying reason, the claims to our neighbours are based on simple things. According to the most optimistically calculations, on gathering 1 tone of grapes by super-technology one can produce 650 litres of the wine, and in the reality no more than 500 litres. The volume of wine production absolutely surpass capacities of vineyards in the Georgia and there are notorious suspicions to quality of wine raw material. Speaking about Ukraine privet vineyards do not provide even 10 % of needs in wine industry. Weather conditions of 2006 practically completely destroyed grapes that is why the number of bottles of Ukrainian wine will be as never a little in Ukraine. Restrictions on export wine to Russia comparing to Moldova and Georgia cause good situation for Ukrainian wine makers, not aspiring to a full cycle. Wine raw materials from Moldova and Georgia can be bought as never cheap. The gloomiest forecasts are those: that the Ukrainian consumer will drink again the wine of bad quality this year. Foot-note: Weather conditions of 2006 practically have completely destroyed grapes that is why cleanly Ukrainian wine will be as never a little in Ukraine Standards of winemaking The given branch as any another, demands regulation at the highest level. From these reasons in 2005 Ф The Ukrainian Law about wineФ was created and since come into force . This law contains the limits in which the winemaking is considered legal and in what - substitute. As usually the law is not ideal. Nevertheless, there is an occasion to expect, that items of the law and methods of its control will be improved. It means the growing of culture of winemaking and its consummation. Comparing with vodka producing where exist at least three basic standards of container, in winemaking it is more and more conservative. The basic accepted volume - 0,7 and 0,75 litres. The producers pay enough attention to the form of a bottle the success of selling depends on the creativity. Trying to give to a bottle associated things with the natural product, certain producers "dress" large bottle(flask) in "bags".Paste to them wooden tablets with engravings which should return back the consumer into an atmosphere of a sacred antiquity from where come the receipt and methods of winemaking. Constantly we can observe the perfection of a label because the consumer becomes more and more pretentious. One of the ways of reduction price on wine is its pouring in tetra-packing. Such wine matches to that consumer who prefers aesthetics to price. Wine distribution Cost of the license limits quantity of players at the market, and, naturally, promotes increase of the margin of the distributor. Methods of wine selling depends on the importance of a brand at the market. The majority of medium shops can place on the shelves up to fifty bottles of wine of three-four producers. In the reality only supermarkets are capable to contain wide assortment (200 - 300 names from 15-20 manufacturers). Therefore to realize "total" distribution, involving 80-90 % of stores those three-four producers plus one-two more realize it. For the rest It is enough to adjust relation with key retail. Wine distribution Retail scale Work method 1 National(international chains) Direct sale 2 Gross regional retail chains Direct sale, seldom per regional distributors 3 Other supermarkets Regional distributors 4 HoReCa Regional distributors 5 Medium retail Regional distributors Looking at the table, any producers can define the aims, answer a question, whether he needs the local distributor. Work with HoReCa has double value. Besides direct sales, presence of wine in the menu allows the consumer to taste a novelty. HoReCa creates preconditions for success sales of wine in other places of selling. Specialized wine shops have not yet significant influence on the market. The domestic consumer with pleasure visits modern supermarkets and shopping centers. Only people whose tastes are outside several hundreds offers, will continue persistent searches of the necessary bottle of wine. Wine shops - a shelter of gourmets who can define according to taste of wine, on what slope of a hill grapes were gathered and how many deposits dropped out in that memorable year. So, for example, the leading domestic importer "Vinfort" has opened shop " Wine of five continents ", in fact there are many favourable places in the world , except for, probably, Antarctica. The future of wine shops depends on the general situation in winemaking, culture of its manufacture and consumption. Anton Terehov, Odessa, specially for ProRetail.com.ua To be continued - contact with editor next... 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