From January to August 2024, Georgian wine exports to the United States reached an impressive 900,000 liters, marking a 66% increase compared to the same period in the previous year.
This growth highlights the increasing demand for Georgian wine in one of the world's most competitive wine markets, driven by the National Wine Agency's long-term strategic initiatives to enhance the visibility and recognition of Georgian wine in the USA.
The Importance of the US Market for Georgian Wine
The United States has emerged as a crucial market for Georgian wine, not just because of its size but also due to its potential for premium wine sales. Since 2013, Georgia’s National Wine Agency has actively worked to build the country's presence in the US, from professional wine circles to general consumers. The US market is particularly valuable for Georgian producers, with an average price of 6 USD per liter, positioning it as one of the highest-value markets for Georgian wine.
According to Levan Mekhuzla, Chairman of the National Wine Agency, "Recognizing the consumer as the ultimate factor in wine sales, a consumer-centric advertising campaign in the US has been strategically devised to sustain export growth." This approach aligns with a recent market survey commissioned by the agency, which highlighted the need to broaden awareness not only among wine professionals but also among the general American public.
Strategic Marketing Campaigns in the USA
In 2023, the National Wine Agency launched a highly successful consumer-focused advertising campaign in the United States. Partnering with major media outlets such as CBS and CNN, the campaign led to an unprecedented surge in sales during the fourth quarter of 2023 and continued to drive growth into 2024. The agency's proactive approach has been instrumental in raising awareness of Georgian wine among American consumers, capitalizing on both digital and traditional media to strengthen its market position.
Building on this momentum, the National Wine Agency has planned a series of targeted initiatives to further promote Georgian wine in the US market:
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September 16-18, 2024: Emily Saladino, editor of Wine Enthusiast and a member of the tasting commission, will visit Georgia to conduct a blind tasting of Georgian wines. Using Wine Enthusiast's 100-point evaluation system, Saladino's assessment will help increase Georgian wine's visibility and credibility within the American wine community. She will also tour the renowned Kakheti wine region.
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September 2024: A curated tour will bring a group of prominent American wine professionals and journalists to Georgia, offering them an immersive experience in Georgian winemaking and culture.
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September 23, 2024: A two-week outdoor advertising campaign will begin in New York City, with Georgian wine banners placed on 25 lightboxes throughout Manhattan, specifically targeting key areas to maximize visibility.
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September 26, 2024: A large-scale "Grand Tasting" event will be held in New York, designed specifically for wine professionals, media representatives, and commercial sector participants. This event will serve as a showcase for the depth and quality of Georgian wines, helping to cement their place in the competitive US market.
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October-November 2024: The New York Times will feature a prominent Blockbanner slideshow on its official website, promoting Georgian wine to over 100 million weekly users. This high-profile digital campaign aims to attract a broad audience, from casual wine drinkers to serious connoisseurs.
A Growing Presence in the Global Wine Market
The surge in Georgian wine exports to the United States underscores the effectiveness of the National Wine Agency's marketing strategies and the growing appeal of Georgian wine on the global stage. While the US remains a costly market to enter, the high price points and increasing demand make it a vital target for future growth. Georgian wine's unique heritage, with its 8,000-year-old winemaking tradition and distinct varietals like Saperavi and Rkatsiteli, continues to attract interest from wine enthusiasts and professionals alike.
The sustained growth in the US market is not only a testament to the quality of Georgian wine but also to the strength of Georgia’s marketing efforts. By focusing on consumer-centric campaigns and strategic partnerships with respected media outlets, the National Wine Agency is ensuring that Georgian wine becomes a recognized and respected brand in the American market.
As these promotional activities continue throughout 2024, Georgian wine is well-positioned to expand its market share in the US, laying a strong foundation for future success. Through its ongoing efforts to build visibility and credibility, Georgia is establishing itself as a key player in the world of fine wines.
Source: Georgian National Wine Agency