The purpose of the article is to determine basic directions and prospects for efficient development of the viticulture and wine-making industry in Ukraine on basis of research of its current state. Research methods. In the research process were used the following scientific methods: abstract and logical (for theoretical generalization of the research and substantiation of conclusions); calculation-constructive and comparison (for analysis of the current state of production development and economic estimation of potential of the viticulture and winemaking sub-complex); statistic and economic methods (for examination of dynamics and structure of the winemaking and wine products). Research results. The article determines basic components of potential of the viticulture and winemaking industry of Ukraine. It examines the current state of its development and outlines problems, requiring immediate solution. The study presents an analysis of dynamics and structure of grape plantations, volumes of grape production by regions. It substantiates conclusions about a low level of demand and wine drinking culture by Ukrainians based on indexes of dynamics of winemaking and wine drinking in Ukraine. The paper determines basic directions of development of the viticulture and winemaking industry of the country under conditions of increasing competition at the local market and integration processes in Europe and in the world. The elements of scientific novelty. Scientific novelty of the research lies in suggested measures at national, regional and enterprise levels to solve problems restraining development of the viticulture and wine-making industry at the current stage on basis of their integrated research. Practical significance. There were suggested measures, which could be used in forecasting the industry development at regional and national levels and by individual economic entities to improve production efficiency in the viticulture and winemaking industry. Figs.: 5. Refs.: 21