ANALYSIS OF THE INNOVATIVE ENVIRONMENT OF WINE ENTERPRISES DEVELOPMENT AS AN INFRASTRUCTURE COMPONENT OF WINE ROUTES

The development of the wine industry as an infrastructural component of wine routes is possible only on a scientific platform, based on innovative transformations, with the support of the state and in close cooperation of all sectors of the economy related to viticulture, winemaking, and tourism. Despite the fact that the problems of management in the field of innovative development at various levels currently given considerable attention, a number of aspects of this issue remain unexplored. Thus, the analytical assessment of the innovation environment of Ukraine from the standpoint of innovation processes effective management in socio-economic systems and identifying the impact nature on the development of wineries is relevant. The main sources of innovative development inhibition are the state and the business environment. The state does not create conditions conducive to the development of the business environment, and also pays insufficient attention to the environment of knowledge production, which is the basis for innovation. This situation is risky for the domestic wine industry. Unfortunately, with the openness and insecurity of the Ukrainian market, European wines will continue to be more affordable. As a result, sales of Ukrainian products may fall, which in turn will exacerbate the fight against European winemakers for the Ukrainian consumer. Fierce competition with world leaders in the wine market dictates the need to improve the quality of Ukrainian wine products while reducing costs. A significant reserve for reducing the cost of wine is to increase the yield of grapes and the introduction of waste-free technologies. Carrying out economic transformations in Ukraine aimed at applying market principles of production regulation and increasing the competitiveness of domestic products, encourages continuous economic development and activity in economic and legal practice, which is an integral element of market economy self-regulation and a tool of responsibility for the inefficient organization of business structures. Ignoring or weakening this work inevitably leads to a crisis, bankruptcy, and liquidation of such enterprises in the wine industry. Given the international experience of highly developed wine regions of the world, it is advisable to develop and support wine tourism as a marketing component for advertising and promotion of local producers of alcoholic beverages as a tourist product, receiving additional economic and social benefits from tourists - wine connoisseurs. The key factors in the development of all wine tourism sites in Ukraine are enterprises and structures related to the production and sale of alcoholic beverages. Their share in the retail food turnover of Ukraine is set within 20%, which is quite high for the country's economy.