COVID-19 strengthened general health fears in Ukraine, which helped non-alcoholic wines (both still and sparkling) to gain some popularity in 2020. There are no offerings from local producers, but there is a wide range of imported alcohol-free wine, already widely available in stores and online.
In still wine, local manufacturers such as Alef-Vinal Corp, which produces Villa Krim, gained share in 2020 due to unique initiatives of displaying food-pairing visuals on labels of the new Appetite Collection (suggesting wine types to go with beef, pizza, sushi, fish and desserts) and offering a virtual sommelier service through the scanning of a QR code. This is an effective measure as there is still a weak wine-consumption culture in Ukraine, and many people do not understand which wine to choose for different dishes.
Regno Italia UA is causing a stir in other sparkling wine thanks to Fragolino Fiorelli with its unique Italian flavour. Since 2018, Fiorelli has been the leading brand in other sparkling wine and continues to gain sales share.
From 2021 import tax is no longer applicable to still wine arriving from the EU to Ukraine as part of the Association Agreement. This will accelerate share growth for imported wines, which already represent approximately 30% of wine sales, and local producers will thus suffer from the greater competition.
Wine, in general, is being and will be affected less strongly by the pandemic than spirits for example, because of lower prices in this category. Both domestic and cheaper imported brands showed similar performances over the quarantine period and continued to do so until the end of 2020.
Wine’s recovery from the impact of COVID-19 will be especially driven by the efforts of the Ukrainian government and domestic producers to build brand image and promote the country as a wine producer. Local players had already started to work on improving the quality of domestic wine and lower the price points, thus making their propositions more attractive to Ukrainian consumers, and this can significantly help wine to recover from any losses.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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