REGIONAL IDENTITY IN THE POSITIONING PRACTICES OF CRIMEAN WINERIES (BASED ON THE MATERIAL OF SOCIAL MEDIA)
Journal: Bulletin of Kemerovo State University of Culture and Arts
Year: 2025

The article is devoted to the study of the use of elements of regional identity by Crimean author’s wineries as a branding tool for marketing strategies. Recently, the attention of Russian consumers to Crimean wines has increased, this is due to the fact that for residents of other regions there are certain associations with the Crimea, including the centuries-old history of Crimean winemaking. The use of the Crimean regional identity in the media strategies of the author’s wineries is becoming