Georgian wine promotion efforts expanded significantly in 2025, with events held across more than 20 countries over the first 11 months of the year. According to the National Wine Agency, Georgian wine was showcased at 36 international exhibitions and festivals, along with nearly 300 tasting seminars across the United States, Europe, and Asia. These initiatives aim to strengthen export potential and diversify global markets.
The Agency highlighted a broad list of target countries, including the USA, Spain, France, Italy, Germany, China, Japan, Great Britain, South Korea, Denmark, Norway, Poland, Austria, the Netherlands, Finland, Sweden, Brazil, Armenia, and Uzbekistan. In addition, Georgia hosted 18 specialized wine tours for foreign wine professionals, allowing masters, sommeliers, experts, and commercial sector representatives from countries such as Germany, Japan, China, Poland, Sweden, Finland, the UK, and the US to experience Georgian wines firsthand.
As part of the state’s co-financing program for marketing expenses, nine wine companies received a total of 692,969 GEL in 2025. The support was directed exclusively toward companies exporting to priority markets outside the CIS and GUAM regions, helping them strengthen their global outreach.
Domestically, Georgia hosted 37 wine exhibitions, competitions, and festivals aimed at increasing consumer culture, promoting wine tourism, and supporting local producers. All these activities were carried out under the “State Program for the Promotion of Georgian Wine,” which had a budget of 17.4 million GEL this year, 1.4 million GEL more than in 2024.
