Building the International Competitiveness of Macedonian Wines Through Sustainability

Abstract

North Macedonia has a long-standing tradition of viticulture, with more than 85% of its wine production destined for export markets. In this highly competitive global environment, the effectiveness of marketing strategies relies not only on product quality and authenticity, but also on alignment with the evolving values of international consumers. Contemporary wine markets increasingly emphasize sustainability, environmental stewardship, and the presence of compelling brand narratives. This paper examines the principal consumer drivers shaping global wine demand, with particular attention to the role of sustainability and Environmental, Social, and Governance (ESG) practices. It further analyzes sustainable approaches in viticulture and winemaking, highlighting the case of Tikveš Winery as a regional leader in the integration of ESG principles into production and marketing. The study concludes with strategic recommendations on embedding sustainability as a central pillar of Macedonian wine branding, positioning the industry to enhance competitiveness, strengthen consumer trust, and ensure long-term resilience in international markets.