Georgian mineral water brand Borjomi is launching a large-scale expansion into the United States, one of the world’s most influential markets. The brand will now be available in premium retail chains in New York and Los Angeles, as well as nationwide via Amazon.
The U.S. portfolio includes classic Borjomi mineral water, “Borjomi Flavors” (sparkling mineral water with natural fruit essences), and “Lemonade from Borjomi,” a 100% natural Georgian lemonade. The company says its U.S. strategy differs from its approach in Georgia, focusing on a broader lifestyle positioning.
Under the new global platform “For People With Guts,” Borjomi is aligning itself with health and wellness trends, particularly gut health. The brand is using modern cultural elements such as hip-hop and dance to present mineral water benefits in a more accessible and lifestyle-oriented way.
IDS Borjomi executives say the U.S. is a key strategic market that shapes global consumer trends. Beyond commercial growth, the company aims to strengthen Borjomi’s international identity while also promoting Georgia’s culture, heritage, and natural resources through the brand.
