“The Quality of Georgian Wine Meets International Standards and Is Competitive on Global Markets” — Tamta Kvelaidze

“The United States is one of the strategic markets for Georgian wine, driven by several factors — including the fact that the U.S. is the world’s largest consumer market for wine and alcoholic beverages. Although America produces its own wine, a large volume of imported wine is also consumed.

Our goal is to position Georgian wine in the premium and mid-price segments of the U.S. market. The U.S. is one of the highest-value markets for Georgian wine, where the average price of one liter reaches around 6 USD, indicating the high quality of Georgian wine and growing demand for it. The quality of Georgian wine meets international standards and is competitive in global markets,” said the Head of the Marketing Department of the National Wine Agency, speaking about Georgian wine positioning in the U.S.

Tamta Kvelaidze reviewed the marketing activities carried out in the U.S. this year by the National Wine Agency and noted that, with the Agency’s financial and organizational support, Georgian wine was presented in the United States this autumn at the following events:

• Wines of Georgia Grand Tasting (Los Angeles)
• Karakterre International Wine Festival (New York)
• Orange Glou Fair (New York)
• Amber Georgia — the first Georgian amber wine festival (New York)
• RAW Wine NYC — the international natural wine exhibition (New York)

“Our marketing campaign aims to further increase awareness of Georgia and Georgian wine in the U.S. market. These exhibitions were successful, and interest in Georgian wine was high; we had many visitors who were introduced to Georgian wine for the first time.

This year, starting in February, we launched a consumer-oriented marketing campaign; in previous years, we were more focused on the commercial sector. Based on accumulated experience, we see that next year the marketing campaign must continue actively — both in the commercial segment and among consumers,” said the Head of the Marketing Department.