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Ways of the European wines’ promotion into the Russian market

In the new issue of the magazine “Food Promotion. Prod & Prod” relevant to Russian and foreign players of the food market themes are considered. The article “The Europe’s Bouquet” under the rubric “World Experience” tells about prospects and opportunities of the European wines on the Russian market.

As it is said in the article, alcohol market of the country has experienced several severe shocks in the recent years. This are the embargo to import Moldovan and Georgian wines, the financial crises and the introduction of the Unified state automated information system accounting alcoholic beverages. However, the European wine industry is also experiencing difficulties due to competition and overproduction.

With a  view to the crises the Russian wine market declined by 30% in 2009. The Russians had made use of more low-cost domestic products, giving pre ference to a vine at the price of less than 100 rubbles per bottle. The situation changed in 2010, the country’s health improved and demands for the European wines increased. It is interesting that a ruddy wine prevails over a white in the Russian market significantly, and a buyer decides to purchase in the store directly without paying much attention to the manufacturer, and other nuances.

The magazine’s editorial board proposes to investigate the information about how winemakers from Europe have to promote their product. The foreign producers have to take into consideration that Russian consumers show dis crimination in wines, unlike vodka, with du e regard for a lack of wine’s popular brands in the market. Positioning of the Europe's wines may be based on the traditional characteristics specific to each country. So, for example the French wine is the object of the national pride and cult. It is considered to elite, sophisticated and expensive. The traditional Italian wine is considered to be the drink for the successful, wealthy, conservative people who value stability and high quality. It is also the best accompaniment to the Mediterranean cuisine. The Spain wines are more affordable than French, furthermore Spain is the birthplace of sherry. That is why a rate can be made on the youth, because the sherry is often the basis of many cocktails that are popular at parties. A calling card of the Portugue se wine-makers is Madeira and Port. While positioning the Madeira a female audience can be taken into account, because it this wine is notable for its sweet taste and aroma. Whilst the Port is considered to be the masculine drink traditionally. The German winemaking complies with strict control system, so suppliers can guarantee high quality. In virtue of prevailing climatic conditions the dry white wines are predominated, which can be served to the fish, snacks, desserts.

The European wine-makers should pay particular attention to enlightenment, as to provide cultiv ation and propaganda of a right wine consumption. It is no coincidence that the magazine’s editorial staff has drown attention to this problem, because how competently suppliers are be able to understand the mentality of the country and its people, depends pe rceptivity of their goods and successful positioning. The Western suppliers should take into account the culture of drinking in Russia, to study the population’s ster eotype and habits. Study of the psychology of its potential consumer and the cultural-historical heritage of the country - is not only an expression of respect, but the path to success in the alcohol market in Russia.

More about how to promote the European wines into the Russian market and about many other things read in the new issue of “Food Promotion. Prod & Prod”.