The National Wine Agency of Georgia has signed a contract worth USD 89,950 with Japanese marketing company RedBridge to promote Georgian wine in Japan. The agreement, details of which were obtained by BM.GE, entrusts the campaign to RedBridge, headed by Kenichi Ohashi, Japan’s only Master of Wine.
According to the agency, the contract includes wine tasting seminars across Japanese cities for professionals and industry representatives, as well as study tours of Japanese wine experts and media to Georgia. In addition, advertising campaigns are being carried out to raise awareness of Georgian wine among Japanese consumers.
As part of this collaboration, another major event is planned for September 2025, a Georgian wine master class in Nagoya targeting importers, sommeliers, influencers, HoReCa sector representatives, and the media.
The agency notes that alongside Japan, marketing activities are also being conducted in China and South Korea, reflecting Georgia’s broader strategy to expand its footprint in Asian wine markets.
Wine exports to Japan have shown fluctuations in recent years:
- Jan–Jul 2025: 109 tons worth $655,300
- Jan–Jul 2024: 99 tons worth $621,500
- 2024 (full year): 136 tons worth $832,400
- 2023 (full year): 193 tons worth $1.38 million
- 2022 (full year): 231 tons worth $1.37 million
- 2021 (full year): 127 tons worth $944,600
While exports in 2025 show slight growth compared to last year, they remain below the record highs of 2022–2023.
The National Wine Agency believes that targeted marketing efforts like those with RedBridge are crucial for strengthening Georgian wine’s brand identity and regaining momentum in one of Asia’s most competitive wine markets.
