Unite premium wine consumers into a club system. Create a self-sustaining project, the "Shabo Great Wines Club," as a marketing tool to promote Shabo wines and stimulate premium wine sales.

In 2015, following the company's new development direction as a producer of only the "right" wines from its own raw materials, the company abandoned its inexpensive "Royal Stories" wine and focused on the mid-price and premium segments, creating a full line of premium wines and sparkling wines under the SHABO brand in the latter category.
2015 marked a turning point in the history of SHABO. The company's wines received the status of KNP (controlled designation of origin), which is equivalent to the French AOC (Appellation d'Origine Controlée), giving the company's wines the right to be called the Great Wines of Ukraine of the highest quality.

Creating a wine connoisseurs' club with an internal ecosystem and distribution channel for purchased wines. Establishing storage and aging facilities for Shabo wines with GI, PDO, and KNP status. To create value, convey information not so much about the product's quality advantages as about its uniqueness and distinctiveness, which stems from the grape growing region and terroir. Demonstrate the collectible value of the products (Great wines have long-term aging potential, making them attractive to wine collectors, and the fact that these are the first and only Ukrainian collectible wines increases the significance and value of the collection). Demonstrate the investment appeal of the products (the price of the wine increases with aging time).

• Comprehensive analysis of premium clubs worldwide
•Creation of a club business model
•Audience analysis. Target audience definition.
•Development of a wine club structure
•Development of a wine club ecosystem
•Development of core mechanics and procedures (wine inventory, sales, auctions, delivery, etc.)
•Positioning development
•Identity development