The United States of America is a strategic market for Georgian wine, where after 2013, the measures implemented with the support of the National Wine Agency helped to increase the awareness of Georgian wine in the USA. The National Wine Agency disseminates information about this.
According to the chairman of the National Wine Agency, Levan Mekhuzla, in order to determine the position of Georgian wine on the American market, a consumer market survey was conducted in the USA this year by order of the National Wine Agency.
"According to the research, in order to maintain the growing rate of export, it is important to raise the awareness of Georgian wine not only specifically among professionals in the field, but also among ordinary American consumers in general. The consumer is the final link in the wine sales chain. Taking this into account, a consumer-oriented advertising campaign was planned in the USA", said the Chairman of the National Wine Agency, Levan Mekhuzla.
According to their reports, in 2023, with the initiative and support of the National Wine Agency, the consumer-oriented advertising campaign implemented in the USA and cooperation with media outlets such as CBS and CNN worked successfully, and as a result, in the fourth quarter of 2023 and in the past period of 2024, Georgian wine sales An unprecedented growth was recorded.
"It should be noted that the United States of America is one of the most expensive markets for Georgian wine, where the average price of one liter of Georgian wine is 6 USD.
At this stage, the campaign to promote and increase awareness of Georgian wine in the USA includes: on September 16-18, one of the editors of the prestigious American wine publication Wine Enthusiast and representative of the tasting commission, Emily Saladino, will visit Georgia. Within the framework of the visit, he will conduct a blind tasting of Georgian wine and evaluate the presented wines according to the 100-point evaluation system of Wine Enthusiast, as well as visit the Kakheti region. The evaluations of the wines presented at the tasting will be published on the Wine Enthusiast page.
In September, a tour of American wine professionals and journalists will be held in Georgia.
From September 23, for 2 weeks, in the city of New York, in Manhattan, as part of the outdoor campaign, the so-called Advertising banners of Georgian wine will be placed on 25 lightboxes.
On September 26, in the city of New York, a large-scale presentation of Georgian wine "Grand Tasting" will be held for wine professionals, media and representatives of the commercial sector.
In the months of October and November, the place of the Georgian wine advertising campaign will be given to the prestigious publication New York Times. On the official page of the New York Times, the so-called Blockbanner and any user who visits the site will see a slideshow of Georgian wine advertising banners in the advertising field. The average viewing of this edition exceeds 100 million users during the week", - it is noted in the information.
