Directions and Priorities for Sustainable Development of Grape-Wine Sector in Bulgaria
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Trakia Journal of Sciences, Vol. 15, Suppl. 1, pp 241-246, 2017 Copyright © 2017 Trakia University Available online at: http://www.uni-sz.bg ISSN 1313-7069 (print) ISSN 1313-3551 (online) doi:10.15547/tjs.2017.s.01.043 DIRECTIONS AND PRIORITIES FOR SUSTAINABLE DEVELOPMENT OF GRAPE-WINE SECTOR IN BULGARIA A. Miteva*, Iv. Kanchev Economy of Natural Resources Department, UNWE, Sofia, Bulgaria ABSTRACT Vine-growing and wine making are one of the sectors of agriculture for which the problems of management of marketing and sustainable development have a specific manifestation. A prerequisite for this are the peculiarities of viticulture and the production and trade of wine and other products from the processing of grapes. The purpose of the report is on the basis of the assessment of the state and the current development of the potential of the wine sector to define the main directions and priorities for achieving the criteria of the National Strategy for Development of Production and Trade with Wine aiming its transformation into a leading sector of the national economy. In the report are depicted the measures related to creating conditions for accelerating the pace of planting new vineyards, for consolidation of vineyards, for implementation of innovative solutions and good world practices for wine and grape production. A place in the report will find also the justification of the main directions and proposals for the development of the organizational structures for grape and wine production, including the forms for cooperation and integration between the companies in order to build cluster formations for implementing wine tourism and other modern forms for production and marketing of wine. Key words: grape-wine sector, sustainable development, National Strategy for Development of Production and Trade with Wine INTRODUCTION establishment of new vineyards, for Vine-growing is one of the sectors of consolidation of vineyards, implementation of agriculture for which the problems of innovative solutions and good world practices marketing management and sustainable for grape and wine production. development have a specific manifestation. A prerequisite for this are the peculiarities of METHODS viticulture and the production and trade with Company brand policy in Wine Production wine and other products from the processing of The wine industry is heavily influenced by the grapes. globalization that leads to oversupply in the sector. This necessitates a differentiated The purpose of the report is on the basis of the approach to serving the markets by applying an assessment of the state of the current individual company brand policy. The development and the potential of the wine implementation of this policy is based on the sector to propose the main directions and right choice of production and other factors priorities for achieving the criteria of the (grape variety, region of production, National Strategy for Development of Wine established firm - producer, etc.) that identify Production and Trade with a view to its the appearance of the final product the identity transformation into a leading sector of the of the produced mark. Looking for the identity national economy. of their brands, manufacturers apply agro- technical and environmental practices and In the paper are elaborated and evaluated the combine them in a suitable combination to measures related to the creation of conditions ensure that their production meets market and prerequisites for accelerating the pace of expectations. __________________________ *Correspondence to: Albena Miteva, Sofia, In practice, this leads to the creation and UNWE, Economy of Natural Resources construction of company brand wines, which Department, tel: 0888 869620, e-mail: embodies the achievement of wine production [email protected] with new, better quality using and utilizing Trakia Journal of Sciences, Vol. 15, Suppl. 1, 2017 241 MITEVA A., et al. efficiently the available natural and other It can be summed up that the company's assets of the individual wine regions. A new marketing policy in the wine-making sector of quality is sought with regard to the taste and Bulgaria is in practice aiming at the sustainable aroma characteristics of wine, which are development of the wine sector, and in preferred by its consumers. particular looking for persistence in the quality of the produced wines which form the The branding policy has a complex character brand of wines of the individual producer, thus which requires the main business activities to alleviating their distinction from those of its be taken into account as well as the competitors. characteristics of the cultivated wine grape varieties and the characteristics of the region in RESULTS which the production activity takes place. 1. Assessment of the state and These peculiarities are at the heart of development of the potential of the integrating wine cellars with grape growers wine sector from a particular region, and are also one of After the accession of Bulgaria to the EU and the reasons for the creation of wine cellars with to the European wine market, new their own vineyards. In this way it is easier to opportunities for development of the wine form the market image of the companies and sector in our country were opened. With the brands of high quality wines with a controlled implementation of the CAP of the EU, quality designation of origin and a declared requirements have also been upgraded to geographical region. The names of wines ensure competitive production and sustainable associated with places known as traditional development of the wine sector, taking greater wine-growing centers are known for the environmental protection requirements. production of limited quantities of unique wines. They are made from varieties with a Under modern market conditions, wine denomination that have a specific quality that production in Bulgaria is a largely export- causes associations in consumers to prefer oriented sector significantly dependent on them when choosing a wine to purchase. world wine trade. Under these conditions, the management of the marketing activity of the The smart use of wine designations of origin is sector is much more determined by the demand part of the application of the marketing for wine both on the world markets and by the approach that gives consumers a guarantee and traditional consumption on the Bulgarian becomes an important motivator for preferring market. This necessitates extensive market one brand of wine to another. research of the demanded wines, a change in the wine varieties structure, changes in the size In defining wine identity, the French Terroir of the areas and accelerated application of new Concept also contributes to be taken into technologies and progressive marketing account the specific features that the practices for the realization of finished geographical region and the soil type positively products. influence the quality of the wine. The essence of the terroir is limited to the place where the The analysis of the state and of the potential vine is grown, which includes, besides a opportunities for development of the wine suitable soil type and a local environment with sector can be adequate to the contemporary its specific characteristics, which give a unique challenges when it is developed by periods, quality to the product - the wine. Bulgaria has with the base being adopted 2000 when ended very good soil and other specific conditions for the structural reform of the agrarian sector in winemaking, so the development of terroir our country, including in the viticulture and wines in our country has a definite future. wine sector. The next period in the These are the regions of the Southeast development of the sector started in 2007 with Thracian Plain (Harmanli, Haskovo, the accession of our country to the EU, namely Ivaylovgrad), the Black Sea region / Bourgas, the periods /2012/2015 / and /2015-2019/ when Pomorie, Aitos /, Varna and Svishtov regions began the implementation of the first and and others. second National Programs for Wine Sector Development. In this aspect, benefits can also be gained from wine tourism organized within a separate These analyzed periods take into account the winery or specific wine region. This type of main trends and changes in the areas and yields tourism increasingly attracts the attention of a of the vineyards, as well as in the production of wider range of consumers and converts him grapes and wine. into a specific marketing approach for imposing firm products on the market. 242 Trakia Journal of Sciences, Vol. 15, Suppl. 1, 2017 MITEVA A., et al. The total area of vines over the last 8 years vineyards for the period 2000-2015 (Table 1) within the EU is decreasing. This is due to the shows that the decline continues and it is due implementation of the new Community to the increasing unserved vineyards and the regulations related to the conversion and continuing practice of abandoning the eradication of vine plantations. The same vineyards and increasing the area of the non- tendency to reduce the area of vineyards is fertile vineyards. typical for Bulgaria. The data on the area of the Table 1. Area of the vineyards in Bulgaria for the period 2000 - 2015 (ha) Area dynamics in% Years Served |Unserved Total (base 2000) 2000 153 200 7 271 160 471 100 2007 97 387 22 954 120 341 75 2013 58 236 4 900 63 136 39 2014 52 587 10 298 62 885 39 2015 50 705 12 086 62 791 39 Source: NSI, Agrostatistics Wine varieties have a dominant role in the some years (2006, 2007 and 2013) the average structure of the maintained vineyards, due to yields to be lower than the average annual the growing interest in the process of level and the unfavorable climatic conditions restoration of vineyard varieties and the are the reason for the lower yield in 2014. increasing interest of growers in planting of new vines that are regulated by the Ordinance Concerning the world grape production after on Terms and Conditions for Planting Vines 2000, weak fluctuations are observed.