Consumer-Oriented Marketing Campaign for Georgian Wine Continues in Germany

With the financial support of the National Wine Agency and the coordination of its contractor, the marketing company ff.k Public Relations, a consumer-focused marketing campaign for Georgian wine is actively underway in Germany, the Agency reports.

The campaign includes promotional activities in the prestigious wine retail chain Jacques’ Wein-Depot and the leading premium wine importer HAWESKO Holding SE. Launched in August, the campaign aims to increase consumer awareness of Georgian wine.

The website of Jacques’ Wein-Depot features promotional articles, banners, and interviews with Georgian winemakers, and beginning in October, a Georgian wine gift box was added to its product range.

In partnership with HAWESKO Holding SE, Georgian wine tastings have been held, and gift boxes containing six bottles of Georgian wine in various styles and categories have already been introduced. HAWESKO, Germany’s largest and most prestigious premium wine retailer, has been cooperating with the National Wine Agency since 2023, and the number of Georgian wines in its portfolio continues to grow each year.

As part of the campaign, outdoor advertising banners promoting Georgian wine have been placed in 350 locations near retail outlets where Georgian wine is sold.

The aim of these activities is to increase sales in strategic export markets for Georgian wine.

To strengthen the export potential of Georgian wine in one of its key markets, Germany, the National Wine Agency has been collaborating with ff.k Public Relations since 2021. The campaign includes tasting seminars for wine professionals, trade representatives, and consumers in various German cities; participation in international exhibitions; targeted advertising and media promotion; and wine tours in Georgia for journalists, wine experts, and industry representatives.