Create an image of the Great Wines of Ukraine. Integrate the marketing system's unique selling proposition (PGI, PDO, KNP (AOC)). Ensure international prestige and recognition of the Ukrainian wine region of Shabo.

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.

• In the minds of consumers, SHABO is, first and foremost, an affordable cognac and, secondly, a wine—and, moreover, a Ukrainian wine—simple and understandable.
• The brand's wide range of products within alcoholic beverage categories and price segments greatly blurs the brand's perception, distracts consumers, confuses them, and creates distrust of premium products (one brand for affordable cognac and premium, high-end wines?!).
• While the price gradation within the cognac category is clear to almost any consumer (even the inexperienced), within the wine category, such gradation lacks a clear structure in consumer perception, which again leads to distrust of the existence of differently priced wine lines under a single brand.
• Domestic wine is not particularly trusted in the premium market; premium wine buyers prefer imported wine.

Introduce brand differentiation between the mass-market and premium segments. The SHABO brand will be assigned to the wine, sparkling wine, and cognac categories in the mass-market segment. A new brand will be developed for the premium segment.
Unite premium wine consumers into a club system.

•Research of regulatory documents
•Market analysis (worldwide)
•Market analysis (Ukraine)
•Study of precedents for obtaining status in New and Old World countries.
•Consumer analysis
•In-depth research, working with target audiences
•Study of the history of the village, terroir, and owner to find a brand name. Study of soil characteristics to find sub-brand names.
•Development of a wine classifier based on terroir
•Development of an assortment matrix
•Development of brand positioning
•Development of brand naming
•Development of sub-brand naming
•Development of label concepts