Promotion of Ukrainian wine sector on EU market
Project content
The GIZ project is implemented under the EU4Business Programme, which is co-financed by the German Federal Ministry for Economic Cooperation and Development (BMZ) and the EU. The objective of the EU4Business Programme is to strengthen the competitiveness of Ukrainian small and medium-sized enterprises (SMEs) and facilitate their access to the EU Single Market. The program operates at different levels and in cooperation with a wide range of partner organizations. A key focus is on strengthening the capacity of Ukrainian enterprises to benefit from the opportunities created by the EU–Ukraine Deep and Comprehensive Free Trade Area (DCFTA).
To this end, GIZ supports business networking, the development of business support structures, and the implementation of the EU–Ukraine Association Agreement. Particular attention is given to the Ukrainian wine sector, which has considerable export potential for the EU market. At the same time, the sector has faced significant challenges since the outbreak of the war. Many wineries have lost production capacity or have had to reduce or suspend their business operations. In addition, many companies have only limited experience in international sales and insufficient knowledge of EU market requirements, distribution channels, and market access conditions.
Against this background, the project aims to strengthen the competitiveness of Ukrainian wine producers and promote their integration into EU markets. Through training programs, individual advisory services, and targeted export readiness support, Ukrainian companies are assisted in meeting the requirements of EU markets and expanding their international business capabilities. At the same time, the project places particular emphasis on fostering concrete business cooperation and trade relations between Ukrainian and EU companies.
To achieve these objectives, the project organizes online B2B matchmaking sessions and an international B2B trade mission, creating direct contacts between Ukrainian wine producers and potential importers, distributors, retailers, specialized wine merchants, wholesalers, as well as restaurants and other hospitality businesses in the EU. The objective is to establish sustainable business partnerships, identify concrete business opportunities, and promote the export of Ukrainian wines to selected EU markets.
Furthermore, the project supports cooperation between Ukrainian and EU market participants by providing market intelligence, analyzing market potential, and developing joint marketing strategies. Through industry events, wine tastings, company visits, and exchanges with relevant industry stakeholders, the visibility of Ukrainian wines is enhanced, and new business opportunities are created throughout the entire value chain.
The project's key activities include the preparation of a producer directory of the Ukrainian wine sector, the identification of export-ready companies, market analyses for selected EU target markets, export and internationalization training programs, online B2B matchmaking events, and the organization of a B2B trade mission to Germany. As part of these activities, business meetings and partnership discussions were conducted with representatives of leading trading companies, specialized wine retailers, importers, distributors, and industry associations.
One of the project's major achievements was the establishment of new business relationships between Ukrainian wine producers and EU market participants. Furthermore, the cooperation initiated during the project resulted in the creation of the "Golden Ukraine" wine brand, which brings together wines from several Ukrainian producers and serves as a practical example of successful economic cooperation and the joint marketing of Ukrainian products in EU markets.
The project is implemented by the consortium consisting of Eco Viva GmbH (lead partner) and IAK Agrar Consulting GmbH. IAK is primarily responsible for project management, export promotion, business matchmaking, business networking, the organization of the trade mission, stakeholder management, and the initiation and facilitation of concrete business relationships between Ukrainian producers and EU market participants. In addition, IAK supports participating companies in preparing export activities, communicating with prospective business partners, and establishing sustainable trade and distribution relationships within the EU.
Publications
Overview of the German Wine Market (January 2024)
Wine Guide Ukraine (May 2024)
Wine Map Ukraine (June 2024)