Peculiarities of the territorial branding of wine

<p>A lot of works has been devoted to a decision-making process concerning the purchase of wine. Which factors are the most important in this process depending on gender, age, and nationality. However, regional branding of wine and its features remain poorly investigated. As a result, this work is aimed at the liquidation of this gap in the scientific literature.</p><p>As an empirical study online survey was conducted with young audience aged from 18 to 35 years. The study was aimed to identify problems and increase understanding of current situation in the wine market. As a result it helped to assess the importance of wine production area in comparison with other factors in the process of wine selection.</p><p>After a theoretical overview, analysis of the literature and empirical study we can conclude a much lower awareness of wine brands among consumers compared to other alcoholic beverages. In this research paper, it was whiskey brands.</p><p>However, we found out that due to the nature of the product to the consumer it is more important territorial brand of wine, rather than the brand of the product itself. In this case, if we compare the answers of the respondents of different genders, men in the choice of wine pay more attention to the country of origin than the price of a bottle. Also it was found out that in average women more likely to purchase wine, but cheaper compared to men.</p><p>Thus, for wine producers in promoting their products for a young target audience it is extremely important to focus on the place of origin of wine, especially if their audience is young men. This feature is easy to implement by a mobile application that can select wine by different&nbsp; &nbsp;criteria. So in the final part of the work all the features of mobile applications has been structured and recommendations which of them are the most important for the young audience were provided.</p>