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The research examines the nature and characteristics of the "blue ocean" strategy application in a highly competitive environment, the theoretically grounded the necessity and sequence of the implementation of the Blue Ocean Strategy in the wine industry of Ukraine The paper proposes a new strategic channel for the wine industry in Ukraine based on a survey of 50 potential consumers of wine products, divided into 3 target groups. We have built the strategic outline for the winemaking market of Ukraine, identified key competitive factors and their significance. Based on the analysis, the directions for the implementation of the “blue ocean” strategy for wine producers were proposed: creation of a new innovative value for consumers, for which it is necessary to reject the traditional factors of competition and to strengthen only those that are of importance to the consumer: the localization of production and its naturalness; ease of choice; ease of perception of products. Proposals for the creation of the “blue ocean” in the winemaking industry of Ukraine were presented: producers should discard the factors “oenological terminology” and “expenses for indirect marketing”, weaken the factors “breadth of the assortment”, “prestige of the winery” and “richness of taste”. The research presents an assessment of the effectiveness of the “blue ocean” strategy implementation using the example of the “Shabo” winemaking company based on the assessment of the attractiveness of the wine market and the assessment of the company competitiveness. It is shown that the "blue ocean" strategy implementation will increase the level of the company competitiveness, and this strategy can be effective in the current market conditions.

APPLICATION OF THE "BLUE OCEAN" STRATEGY IN UKRAINIAN WINEMAKING INDUSTRY