Основан в 1907 году
в России и за рубежом
In 2014 offer on Russian wine market constituted 75.1 million USD in volume, lower for 6% against 2013. Decline was observed both in segment of domestic wine (-5%) and imported wines (-7%). Reduction of offer was driven by growth of retail prices due to increased excise tax; another reason was decline of disposable incomes of consumers. But Russian wine market still can be quite interesting for foreign companies but is it better to import products of integrated chain or use the samples of wines from domestic production. In this conditions the investigation of consumer demands' descriptors in Russia become more valuable especially for foreign companies interested in market enter.
The main thesis of this work is to analyze the current tendency of Russian wine market and check if the organoleptic characteristics of wine samples match its price structure or not. For this task as a first step of organoleptic research the blind consumer hall-tastings were performed using standard method of The international Organization of Vine and Wine. As a second step tastings at points of sale of wines using national 10-points equivalent scale were conducted.
Results of this research shows that consumers of wine at Russian market totally overpay as they buy only a symbolic significance of place of origin not the real value of unique flavor merits. Another result of the exploration is that up-do-date marketing policy for wine producers and sellers at Russian market should include revaluation of the retail price of grape wines sold in retail channels which are not integrated into the international supply chain such as "vineyard shop".