“2025 Was a Successful Year for the Promotion of Georgian Wine” – Tamta Kvelaidze

“This year has been very successful in terms of promoting Georgian wine. The Asian direction is particularly noteworthy — especially China, where Georgian wine exports increased significantly. After the COVID pandemic, consumption in this market had dropped substantially, and this year, for the first time, we saw a positive shift and an increase in the consumption of Georgian wine,” said Tamta Kvelaidze, Head of the Marketing Department at the National Wine Agency of Georgia.

Speaking about next year’s plans, Kvelaidze noted that promotional activities aimed at strengthening Georgian wine’s presence in strategic markets will become even more extensive and active.

“We will continue intensive work in Poland, where our main goal is to enter and establish ourselves in the premium segment. We are also working actively on the German market, which is one of the most stable export destinations. German consumers are very open-minded and receptive to new products. In Germany, we are implementing a consumer-oriented sales growth campaign, which includes introducing ‘Georgian Wine Shelves’ in retail wine chains — this initiative will expand and intensify next year.

We are working actively in the United Kingdom, as well as in the highly important U.S. market, where we changed our strategy this year and shifted focus to consumers, since American wine professionals already possess substantial knowledge about Georgian wine. In the U.S., we participated in numerous consumer-oriented festivals, presenting Georgian wine at a dedicated stand. We will continue in this direction. Our goal is for both consumers and professionals to hear about Georgian wine more frequently — in the media, at festivals, and at exhibitions,” Kvelaidze said.