Krasnodar Region to launch “Wine Routes of Kuban” digital platform

Alexander Ruppel, Deputy Governor of the Krasnodar Region, met with winery and IT company representatives to discuss innovative wine tourism promotion strategies.

The event was attended by Vasily Vorobiov, Deputy Minister of Resorts, Tourism, and Olympic Heritage, and Yulia Prikhodko, Head of the Department of Business Development and Foreign Economic Activity.

«The Krasnodar Region is currently Russia's leading producer of grapes and wine products. It is home to more than a third of the country's vineyards. Almost every second bottle of Russian wine is produced in the Krasnodar Region. Also, modern wineries are more than just production facilities. They’ve evolved into comprehensive tourist centres with advanced infrastructure which offer a variety of events and customised programmes. Wine tourism has already become a unique offering of our resort region. Last year, the region became the national leader in terms of tourist visits to wine-producing enterprises. We welcomed over 750,000 visitors, almost three-quarters of all visits to wine estates in Russia. Yet, we need to focus on the systematic promotion of wine tourism in foreign markets, utilising the cutting-edge technologies and expertise of our IT companies,» said Alexander Ruppel.

Today, 35 wineries in the Krasnodar Region welcome visitors, a sixfold increase over the past decade. The region has laid a solid foundation for the development of wine tourism: a specialised wine tourism route has been developed, the major Black Sea Wine Week food and wine festival is held annually, and Krasnodar Region Wine Days events are regularly organised in retail chains and catering establishments.

During the meeting, Vladislav Matorkin, the Head of an IT company, presented a project for a unique digital interactive platform. This platform will bring together all the region’s wineries under a single format and showcase their offerings in a clear and technologically advanced way. Users will have the opportunity to take a first-person virtual tour of the winery and its surroundings, exploring the infrastructure, events, investment potential, and tourist attractions.

The project will also feature digital avatars, 3D models of people or fictional characters, that will greet users at the wineries, interactively answer their questions, and explain winemaking intricacies and wine characteristics.

Yulia Prikhodko highlighted that the project is unique and will be the Krasnodar Region’s own digital initiative. The region will also promote the project at federal and international venues, including the Krasnodar Region’s exhibitions at the Saint Petersburg International Economic Forum, the Russia National Centre, and overseas business missions and specialised trade fairs.

According to Vasily Vorobiov, the Ministry of Resorts will be able to support the creation of a basic digital system through a sector‑specific grant. Wineries will also have the opportunity to expand their presence on the platform by offering additional services. Representatives of the wineries have already expressed interest in the project.

The platform is scheduled to launch in time for the opening of the Saint Petersburg International Economic Forum in June 2026.