Digital Avatars to Guide Tourists Through Kuban’s Wine Routes
A digital platform called Vinnyye dorogi Kubani (Kuban Wine Roads) is set to launch in Russia’s Krasnodar region.
Authorities in Russia’s Krasnodar region plan to create a digital platform called Vinnyye dorogi Kubani (Kuban Wine Roads). The system will bring together all wineries in the region and help expand wine tourism, regional officials said, according to the press service of the regional government.
All Wineries in One Place
Krasnodar region remains Russia’s largest producer of grapes and wine products. More than one-third of the country’s vineyards are located there. Every second bottle of Russian wine is produced in Kuban.
Currently, 35 wineries receive tourists in the region. Over the past decade, their number has increased sixfold. Kuban already operates a specialized tourism route dedicated to wine. Each year the region hosts the enogastronomic festival Chernomorskaya vinnaya nedelya (Black Sea Wine Week), while shopping centers and restaurants regularly organize events called Dni vin Krasnodarskogo kraya (Days of Krasnodar Region Wines).
The new digital platform project was presented by Vladislav Matorkin, head of a Krasnodar-based IT company. The system will unite all wineries in the region within a single interactive format. Users will be able to take virtual walks through winery grounds, explore infrastructure, events and various tourism offerings.
3D Characters Will Tell the Story
One of the platform’s key features will be digital avatars. These 3D characters will greet users and explain winery operations, production technologies and the characteristics of different wines. After such virtual introductions, tourists will be able to visit wineries in person and explore the drinks more closely.
Yulia Prikhodko, head of the region’s Department for Business Development and Foreign Economic Activity, said the project will become a unique digital initiative for the region. Authorities plan to promote the platform at federal and international venues.
Vasily Vorobyov, the region’s minister of resorts, tourism and Olympic heritage, said the core digital system is expected to receive support through a specialized government subsidy. Wineries will also be able to expand their presence on the platform through additional services.
The Vinnyye dorogi Kubani platform is expected to launch by the time of the St. Petersburg International Economic Forum scheduled for June 2026.
Earlier we reported that Russia is using “drunk” VR goggles in an effort to combat alcohol abuse.
