Akhtem Seitablaev called for uniting winemaking and cinema to promote Ukrainian wine

Famous Ukrainian actor, director, and screenwriter Akhtem Seitablaev called for transforming Ukrainian wine into an important component of the national cultural code and using it as an effective tool for cultural diplomacy. The artist made this statement during the specialized forum “Winemaking Industry — Changes That Promise Improvement? A Dialogue Between Business and the State,” which took place on May 2, 2026.

This is reported by AgroReview

Wine as an Element of Cultural Diplomacy

According to Akhtem Seitablaev, Ukrainian wine producers need to broaden their vision and abandon standard marketing approaches, considering the culture of consumption more broadly. He emphasized the necessity of close cooperation with the Ministry of Foreign Affairs to promote domestic products at the international level.

He suggested using the following platforms to present Ukrainian wine abroad:

• International film festivals;
• Cultural events and activities outside Ukraine;
• Diplomatic receptions and forums organized by the state.

Integration of Brands in Cinema: Aesthetics and Ethics

The director placed special emphasis on the possibility of organically integrating Ukrainian wine brands into cinema and theatrical art. Seitablaev noted that in many artistic works, characters consume beverages, providing an opportunity for the legal and aesthetic representation of Ukrainian wine.

“This can be done without violating legislation, without encouraging excessive alcohol consumption, while beautifully presenting the Ukrainian brand. This year we plan to shoot a Ukrainian feature film. So I call on winemakers to collaborate: we can use your products in the film,” the director stated.

The Future of the Winemaking Industry: Development Prospects

The proposed initiative is timely, as experts estimate that over the next decade, the global wine market will undergo significant changes, with product story transparency and brand premiumization coming to the forefront. Involving cinema as a media platform will create additional opportunities for Ukrainian winemakers to compete with leading European producers on an emotional perception level.

Benefits of Collaboration Between Cinema and Winemakers

• International Marketing: Increasing the recognition of Ukrainian wine labels in global film markets.
• Cultural Code: Shaping the image of Ukraine as a country with ancient winemaking traditions.
• Support for Producers: Additional incentive for agrarians to improve product quality.

Strengthening the national producer — from agritech to fine wine — is an important step for the further recovery and development of Ukraine. The cultural sector, including winemaking, is relentlessly moving forward, highlighting the uniqueness of Ukrainian identity.