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Wine in Baltics

In: Business and Management

Submitted By nmama10
Words 432
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ბალტიისპირა ქვეყნება ნელ-ნელა გადადიან უფრო დასავლურ ევროპულ კულტურაზე და ორიენტირებული არიან, რომ როგორმე ამ კულტურას ფეხი აუწყონ და არ ჩამორჩნენ. ღვინის ინდუსტრიაში ეს ტრენდი ყველაზე შესამჩნევი და ნათელია. ბალტიისპირეთში ღვინის მოხმარების მაჩვენებელი უფრო და უფრო იზრდება. ხალხმა დაიწყო ღვინის ყიდვა, ამ ინდუსტრიაში ინვესტიცია და წლიდან წლამდე მეტი ღვინის მოხმარება, ვიდრე წინა წლებში. ნებისმიერ ბალტიისპირეთის ქალაქს რომ შევავლოთ თვალი, შეიმჩნევა, რომ მეტი და მეტი ღვინის მაღაზიები იხსნება, თითქმის ყველა დიდი ქალაქის ყველა მნიშვნელოვან ქუჩაზეა მსგავსი ტიპის სავაჭრო ობიექტები. ბალტიისპირელები გადადიან ევროპულ lifestyle-ზე, რაც კარგი ღვინის სმის კულტურად და ტრადიციად დანერგვაშიც გამოიხატება. წლების მანძილზე ადამიანები, მომხმარებლები უფრო და უფრო გარკვეული ხდებიან ღვინოებში, მეტის გაგება სურთ პროდუქტზე, დაინტერესებული არიან, რომ ერკვეოდნენ ღვინის კულტურაში, უკვე გემოებსაც არჩევენ და შესაბამისად, მეტი მოთხოვნა ჩნდება საშუალო და მაღალი ხარისხის პროდუქტზე. მიუხედავად ამისა, ჯერ ბალტიისპირეთის მომხმარებელი ეკონომიკურად არ არის მზად პრემიუმ კლასის ასათვისებლად, ეს ფაქტი ჩვენ აუცილებლად უნდა გავითვალისწინოთ ჩვენს საფასო სტრატეგიაში. ბალტიიისპირა ქვეყნებში ღვინის იმპორტი თითქმის ყველა მსოფლიოს ქვეყნიდან ხდება. მას შემდეგ რაც ბალტიისპირეთი საბჭოთა კავშირისგან გათავისუფლდა, შესაძლებელი გახდა ნებისმიერი ქვეყნიდან იმპორტი, რამაც გამოიწვია ბაზრის გადატვირთვა ძალიან მრავალფეროვანი ასორტიმენტით ღვინოების. თავიდან ძირითადად დასავლეთ ევროპიდან შემოდიოდა იაფი ღვინოები, ეხლა უკვე აფრიკიდანაც კი შეაქვთ ბალტიისპირეთში პროდუქცია. ლატვიაში ევროპული ღვინოები ჭარბობს, რაც შეეხება ესტონეთს, აქ პირიქითაა, „ახალი სამყაროს“ ქვეყნების წარმოებული პროდუქცია იკავებს ბაზრის უმეტეს წილს. ბალტიისპირეთი ღვინის ექსპორტიორიც არის. მაგალითად, ლატვიაში შიდა წარმოების შამპანური ძირითადად ექსპორტისთვისაა გათვლილი,ძირითადად რუსეთში. კონკრეტულად ესტონეთში ჯამური ღვინის გაყიდვების მოცულობა იზრდება სტაბილურად 4%-ით 2013 წლისთვის, ეს კარგ შედეგად ითვლება და მოსალოდნელია რომ მაჩვენებელი მომავალშიც გაიზრდება. მომხმარებლები ესტონეთში უფრო გარკვეულები ხდებიან ღვინოებში. პოპულარული ხდება ღვინის შესახებ კურსები და დეგუსტაციების მოწყობა. მომხმარებელი ნაკლებად ალკოჰოლურ, უფრო რბილ სასმელებს ეტანება, როგორიცაა ღვინო. გამოკვეთილი ლიდერი ღვინის ბაზარზე არ არსებობს, ძალიან დიდია კონკურენცია. ყველაზე პოპულარულია ესპანური ბრენდები, რომლებიც ყველაზე მეტ მარკეტინგულ კამპანიას ახორციელებენ რეგულარულად. რაც შეეხება ლატვიას, აქაც ბაზარი გაჯერებულია უამრავი მოთამაშით, ყველა საფასო კატეგორიაში. როგორც ესტონეთში, ღვინის კულტურა აქაც იზრდება დღითიდღე და ხალხი უფრო გარკვეული ხდება ღვინოებში, მაგრამ იაფფასიან პროდუქტსაც ჰყავს თავისი მომხმარებელი. ლიტვაში ღვინო ყველაზე პოპულარული ალკოჰოლური სასმელია. ლიტველების მსყიდველობითი უნარი ბოლო წლებში იზრდება, ღვინო ძირითადად აქ მოდურ რესტორნებში და ბარებში იყიდება და მოიხმარება. დიდი პოტენციალი განვითარების არის შედარებით პატარა ქალაქებში, სადაც ჯერ კიდევ არის ასათვისებელი მომხმარებლების რაოდენობა. რაც შეეხება საქართველოს, 2010 წლისთვის ქართული ღვინის წარმოება შეადგენდა 191 ათას ჰექტოლიტრს.მთავარი ექსპორტიორი ქვეყანაა უკრაინა, 2006 წლიდან რუსეთის ბაზრის დაკარგვის შემდეგ. საქართველოს ყველა წამყვანი ღვინის მწარმოებელი ექსპორტს ახორციელებს წარმოებული პროდუქციის 80-95 %-ის. 2010 წელს 5.1 მილიონი ევროს ღირებულების ექსპორტი განხორციელდა ევროკავშირის ქვეყნებში. წინა წლებთან შედარებით იმპორტი 16%ითაა გაზრდილი. კრიზისის დროსაც კი ექსპორტის მაჩვენებელი მაინც სტაბილური იყო შედარებით. მთავარი ექსპორტიორი ქვეყნებია პოლონეთი, ლიტვა და ლატვია ევროკავშირის ქვეყნებიდან. გერმანია და ესტონეთია ასევე საშუალო მაგრამ სტაბილურად მზარდი ექსპორტიორები.

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