Wine consumption in Ukraine: trends, socio-economic aspects, and public perception
Abstract
This article explores the contemporary culture of wine consumption in Ukraine through the lens of social, economic, and cultural transformations triggered by European integration, the COVID-19 pandemic, and the full-scale war since 2022. The analysis is based on data from a nationwide sociological survey conducted by the Kyiv International Institute of Sociology in collaboration with the WHO. The study traces the shifting perception of wine as a marker of social affiliation and personal choice, highlighting the rise in responsible consumption and a general decline in alcohol intake. Special attention is paid to the social determinants of wine consumption, such as education level, income, and age differences. The authors interpret youth wine consumption as a tool of cultural identification aligned with global trends. The conclusions outline prospects for shaping a new wine ethic in Ukraine, grounded in principles of mindfulness, social responsibility, and cultural integration.
DOI:
Publication date: September 22, 2025
Issue: 46th World Congress of Vine and Wine
Type: Oral
Authors
1 The Ukrainian Corporation for Viticulture and Wine Production Industry “Ukrvinprom”, Kyiv, Ukraine
2 Ukrainian Wine Institute, Kyiv, Ukraine
3 National University of Food Technologies, Kyiv, Ukraine