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Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland

Author

Listed:
  • Daria Maciejewska
  • Dawid Olewnicki
  • Ksenia Juszczak-Szelągowska
  • Dagmara Stangierska-Mazurkiewicz

Abstract

Climate change is affecting agriculture worldwide, enabling wine production in regions previously considered unfavourable. Poland, including its central region encompassing the Łódzkie, Mazowieckie and Świętokrzyskie provinces, is increasingly taking advantage of these conditions. An improved climate favours the establishment of vineyards and strengthens the region’s position within the growing wine industry. The aim of this study was to assess the competitiveness of wineries in central Poland, with a focus on the role of marketing strategies and internal resources in shaping their market position. A qualitative approach was used, based on semi-structured interviews with 10 winery owners and an extended SWOT analysis. This made it possible to identify key strengths and weaknesses, as well as opportunities and threats affecting the industry. The results indicate that wineries are capitalising on local strengths, but face difficulties such as limited distribution channels, poor promotion and changing consumer preferences. Increasing competitiveness requires an expanded distribution network, more effective promotional activities and stronger regional cooperation.

Suggested Citation

  • Daria Maciejewska & Dawid Olewnicki & Ksenia Juszczak-Szelągowska & Dagmara Stangierska-Mazurkiewicz, 2026. "Prospective Industries: An Assessment of the Performance and Competitiveness of Vineyards in Central Poland," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 75-90.
    • Handle: RePEc:sgh:gosnar:y:2026:i:1:p:75-90
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    Keywords

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    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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