Some Georgian wine producers argue that the National Wine Agency should focus more heavily on international marketing campaigns, using funds saved from changes in grape subsidy policies.
Speaking on BMGTV, Irakli Uglava, Director of “Askaneli”, stressed the need for greater state-led promotion of Georgian wine in global markets.
“My opinion is that the subsidies, which the state has practically removed from financing wine and grapes, would be better redirected toward marketing campaigns to strengthen Georgian wine promotion. I’ve heard the same view expressed by other winemakers as well. We are not large enough companies to independently carry out international wine sales campaigns. These require significant resources, and while the National Wine Agency and the state are already implementing some initiatives, perhaps more should be directed in this direction,” Uglava said.
According to Uglava, redirecting funds is particularly critical now, as Georgian wine sales in Russia have dropped, following last year’s increase in excise duties.
“The wine sector is large, it significantly affects the country’s GDP, and it is also a social issue since many families depend on vineyards. It is very difficult to restructure the industry so quickly. We need support to compensate for reduced sales in the Russian market. Strengthening marketing efforts in Asian and European markets would be extremely beneficial if the saved funds are used for this purpose,” he noted.
The wine industry remains one of Georgia’s flagship sectors, not only economically but also culturally and socially. With shifting market dynamics and challenges in traditional export destinations, winemakers emphasize that strategic, well-funded marketing campaigns are key to expanding into new markets and ensuring sustainable growth.
