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1 Haberla Marcin

1 2024

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Wine market development in Poland and its impact on regional attractiveness

Haberla Marcin

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 192

345--357

Purpose: The primary purpose of this article is to present issues related to the development of the wine market in Poland and its influence on the attractiveness of regions. The specific aim is to identify contemporary trends in the development of the wine market and to analyze their impact on the growth of regional interest. Design/methodology/approach: The author focused on analyzing the available literature and sources of information on the wine market, wine regions, trends, and their influence on the attractiveness of regions. The author based his considerations on Polish and foreign literature, studying scientific articles and electronic sources. To collect scientific literature, the author used the following professional scientific databases: Library of Science and Google Scholar. Findings: In recent years, Poland has become a significant producer of wine, which attracts investment and stimulates the development of local economies. The observed increase in the quality of Polish wines makes wine regions more competitive internationally, which translates into increasing wine production and quality. This dynamic development of the wine market in Poland has a positive impact on the attractiveness of the regions, contributing to increased wine production, the promotion of local culture and heritage, the development of the catering industry, support for sustainable agricultural development, and the development of the tourism sector. Social implications: An increase in wine consumption in Poland has been noted since the 1990s, and Poland is becoming an increasingly promising market with long-term development prospects. Despite this, Poles still consume considerably less wine than the European Union average and even ten times less per capita than citizens of traditional wine regions. This indicates a significant, as yet untapped potential. Polish consumers are becoming increasingly knowledgeable about wine and are showing a growing interest in the beverage. What is more, wine fits in perfectly with current trends. Consumers today approach alcoholic beverages with increasing attentiveness. Tastings, celebrations, and the skillful pairing of wine with meals are increasingly valued, adding a unique flavor to everyday routines. It is observed that declines in the wine category are much smaller compared to other alcoholic beverages. It is worth understanding that these short-term declines are mainly due to the current economic situation and are only a temporary phenomenon. The future of the wine market in Poland, therefore, seems promising (ISBNews, 2023). Originality/value: The author aimed the article at entities/recipients including, but not limited to, entrepreneurs in the wine industry, investors who are considering investing in vineyards, wineries, or related services; people working in the tourism industry, including owners of hotels, restaurants, tourist agencies, etc., who can gain insight into how the developing wine market affects the attractiveness of tourist regions. Those working in local and regional government - can find inspiration in the article on how to use wine development to promote and develop their regions. Consumers and those interested in learning more about winemaking can also find information on trends and opportunities in Polish wine in the article.