World Market Calls for Novelty, And Georgia Has It!
10 May, 2012
World Market Calls for Novelty, And Georgia Has It!


Recently, a group of foreign journalists from Poland and Czech Republic, specializing on wine coverage, visited Georgia. This fact awakened our interest to learn more about the current situation in the sphere of wine-making. This will most probably interest our reader, especially considering the fact that Georgia is believed to be the cradle of wine and the word wine itself derives from the Georgian corresponding word ‘ghvino”. Georgian Journal  talked to Mrs. Ia Janashia, Deputy Minister of Agriculture who speaks about

the visit and the overall situation in Georgian wine-making.

G.J: What are the current statistics – how many foreign countries does the Georgian wine enter?

I.J: In 2011, the export of Georgian wine was carried out to 51 countries. It is an interesting dynamics as in 2010 our wines were sold only in 42 countries. I think, the tendency of growth is more than clear. Correspondingly, the overall volume of export of bottled wines has increased – the respective data of 2011 exceeds that of 2010 by 9%.

G.J:  Recently, Georgia hosted the journalists from Poland and Czech Republic who specialize in wine. As the saying goes, good wine needs no brush, but still, what kind of resonance did the visit have in the foreign media?

I.J:  At this stage, 10 articles have been written in Czech Republic, Poland, Lithuania and Latvia in the Internet publications and blogs which are haunted by wine lovers. Besides, some articles are waiting to be published in some quarterly editions for the coming summer. This is a very important strategy planned with the goal to make propaganda of Georgian wine; its results are already evident.

G.J: What is the index of Georgian wine export to Poland and Czech Republic nowadays?

I.J: This year, in Poland the index of export of Georgian wines increased by 60%. As for Czech Republic, the identification of its market happened much later. Respectively, Georgian Ministry of Agriculture actively cooperates with Georgian companies in order to get access to it and we can possibly expect the results of these attempts by 2013.

G.J: Presumably, this was neither the first nor the last visit of foreign journalists to Georgia under the aegis of your office. To the best of my knowledge, the ministry plans to keep on such events in the future as well. Is that right?

I.J: This was not their first visit. With the intention to popularize Georgian wine, the Ministry of Agriculture has outlined an active agenda. One of the parts of this schedule is to invite foreign journalists and wine-bloggers together with Sommeliers and wine experts, who will provide the consumers of various countries with the information about the sorts of Georgian wine, their uniqueness, diversity of species and wine-making technology. Our aim is to inform not only experts and sommeliers but also those concrete individuals on whose taste and choice the actual sales of products depend. With this intention, three groups from 7 different countries visited Georgia this year. The ministry will carry on arranging such visits in the future as well to get more and more people all over the world informed about Georgian wines. It is worth noting that the popularization of wine as of the original part of Georgia also promotes the country as a whole. This is essential from the perspective of developing the tourism potential too. Therefore, we cooperate with all governmental institutions  during organizing of such events.

G.J: President Saakashvili once said that in spite of the damage that the Russian embargo caused to the Georgian economy, it also gave a boost to enter new markets. Do the statistics share this pathos?

I.J:  Before the Russian embargo, Georgian wine was sold at 37 countries. Today, as I mentioned above, we have 51 export countries. However, these figures don’t make the only difference. It is also important that 90% of exported wine was going to Russia that means that the export market of Georgian wine was completely undiversified. Such situation badly affected the quality too. The Russian embargo, we may say, has contributed a lot to the development of Georgian wine. We can say that in the short-term perspective it was a heavy blow for the local producers; however, current situation indicates that this shock became the main impulse for diversification and returning to the old, most precious wine-making traditions.

G.J:  It is a fact that export must exceed  import. Most probably, Georgian wine is one of those rare products that meet this rule. What can you say in this respect and which are those countries Georgia import wines from?

I.J: Georgia is not a great importer in this respect. There is moderate amount of wine that enters the Georgian market, mainly based on particular orders from Armenia, Belgium, France, Germany, Hungary, Italy and other countries. However, we can still cite some figures here. If in 2010 the imported wine reached 178 thousand liters, the same index in 2011 fell to 134 thousand liters. If we consider the tendency of growth of export, we can say that the balance of export-import is really positive. The local demands are totally met with local products. This is a very positive fact and once more proves that wine is an inseparable part of our identity. This is also the reason why foreign wine trademarks are less interesting and attractive for Georgians.

G.J: Which are the most popular types of Georgian wines and in which countries are they most popular?

I.J:  I can provide you with the statistical data on market-leader companies according to the quantity of bottles exported. The top five of the last year looks like that: Tbilghvino, Telavi Wine Cellar, Tifliski Vino Pogreb, Badagoni and Teliani Valley. The highest sales are in Ukraine, Kazakhstan, Belarus, Lithuania, Latvia, China and Poland.

G.J: Georgian wine is really an interesting phenomenon. What are the Ministry’s future plans in the direction of wine production?

I.J: The Ministry of Agriculture actively cooperates with Georgian wine producers and together with them, outlines the action plans for the promotion of Georgian wine brand names and entering new markets. Our marketing strategy is quite aggressive and implies a number of events – including the engagement of Georgian wines into prestigious international fairs and competitions or organizing days of Georgian wine in different cities of the world, as well as inviting foreign journalists or holding active promotion campaigns. We invite traders, owners of restaurant and shop chains, and all those people who have something in common with wine business in order to present the Georgian wine to them and more importantly, ensure them in its uniqueness and particularity. Furthermore, we work to create the whole brand name for the Georgian wine and offer the market the whole product that is unique with its colorful breeds, history and ancient and diverse traditions of their making. Those European wines that are ample in the world market are already becoming boring. There is a demand for a novelty, different tastes. This is the asset of Georgian wine – novelty and distinctiveness. We are regularly meeting with Georgian wine makers to get to know their topical issues and problems and later on act together to eradicate these obstacles.

G.J: As far as I know, a year ago a Wine School was opened in Tsinandali, Kakheti region. Please, tell us about this undertaking.

I.J: Tsinandali Wine School was opened in 2011, with the initiative of the Ministry of Agriculture, on the basis of Georgian Wine Institute and with the support of Silk Road Group. There, high school students attend the lectures by the professors invited from various universities, get acquainted with the history of Georgian as well as world wine, learn about different brands of wine, art of degustation. They also take tests in viticulture, wine-making and wine marketing. Together with theory, they also attend practical lessons, during which the adolescents watch the process of wine making and bottling. When we talk about the popularization of wine, this automatically implies the necessity of sufficient skilled staff in this sphere. Tsinandali School was created for this purpose. In the future, master’s degree program is planned to be included in it too. It will be supported by the California University.


Other Stories
Korter: Reliable housing property data in Georgia
It's not a simple job to find fresh homes. But when you use the estate choice service Korter, everything becomes distinct.
Rent a car in Tbilisi –
Are you thinking of booking the best vehicles for your next trip at a very reasonable price? If yes, then this is one of the best decisions you can ever make for yourself.
Pleasant Sunday for the whole family – Renewed Sunday’s brunch at The Biltmore Tbilisi Hotel
Summer, the season of endless fun and vacations, has ended and Tbilisi has become a usually crowded city.
GEL devalues, officials show optimism though
Devaluation of the national currency has sent shockwaves among citizens in Georgia. Officials think that the trend will return to its normal frame, though.
ProCredit Bank’s 20 years of challenges and successes in Georgia and what it means to be a responsible bank
“The bank’s 20-year long presence in Georgia was marked by many challenges and success stories.
Comments on alarming GEL devaluation
The National Bank of Georgia set a new exchange rate, according to which, dollar price became GEL 2.9507 on Tuesday.
Euronews and Silknet sign an MOU to launch “Euronews Georgia”
Euronews and Silknet, Georgia’s leading telecommunications company, are announcing the signing of an MOU in view of launching Euronews Georgia, a news channel and digital platform aimed at a Georgian-speaking audience.
Green Diamond starts to hand over flats to owners as second stage of construction finishes
Second stage of construction of Green Diamond living apartments by MAQRO Construction has finished and process of hand over of flats to owners has started.
Georgian wine tasting in the US came off excellently
Georgian wine tasting in the main cities of the US, New York, Chicago, and Boston went off excellently.
The most wanted fruits from Georgia
The fruit exportation has decreased in Georgia. According to Geostat (National Statistics Office of Georgia), this year, up until May Georgia exported 25 939 300 USD worth of fruit – 6 771 300 USD less than in 2018.
Investment Plan for Europe – Additional EUR 800 million for SMEs as EIF and ProCredit double support for innovative companies
The European Investment Fund (EIF) and ProCredit Group are providing an additional EUR 800 million to innovative small and medium-sized companies (SMEs),
Everything of comfortable life in one space – Second part of construction of one of the largest apartment complexes finished in Tbilisi
Apartment in ecologically clean environment, thousands of square meters of green yard, swimming pools, places for various sports activities, treks for walking and running, commercial spaces – all these available in one space is not a fantasy.
Batumi awarded Europe's Leading Emerging Tourism Destination 2019
World Travel Awards Europe Gala Ceremony 2019 took place on the 8th of June in Madeira, Portugal.
Coca Cola to open new factory in Georgia, will hire female drivers
Coca Cola is opening new factory in Georgia in December.
World's best party supply company now on the Georgian market
The largest party supply store in Georgia - MyDay is launching as the official distributor of AMSCAN from 2019.
Live as a marketing tool and an unprecedented live stream launched by Livetag
Sharing information has become smoother and more versatile in today’s technological world. Recently, live streaming, an online streaming media has become especially popular.
Theme and program of Caspian Energy Forum Tbilisi – 2019 changed
“The 8th International Caspian Energy Forum Tbilisi – 2019, scheduled for June 21, will focus on the development of the Azerbaijan-Georgia relations in the field of economy and energy”,
Misunderstanding over Poti deep sea ports
There was misunderstanding around deep sea ports in Georgia – in Poti.
High demand for dollars or the investment decline – Why Georgian Lari depreciates
$1 equals GEL 2,7470 in the official rate set by the National Bank of Georgia (NBG).
PSP Group confirms negotiations regarding purchasing of GEO Hospitals
PSP Group confirms negotiations regarding purchasing of GEO Hospitals.
New life to be given to Dashbashi Canyon
Georgia’s Agency of Protected Areas is planning to give new life to Dashbashi Canyon in Tsalka (southeastern Georgia).
Who is constructing “Khadori 3” Hydropower Plant in Pankisi Gorge?
Clashes broke out in Pankisi Gorge, Georgia’s northeastern region between special forces and residents
Business Positive – Successful radio program from Radio Positive
Starting point of radio program Business Positive is to meet interesting people, communicate with them and deliver information that is interesting for the audience.
A factory of electric vehicles to be built in Kutaisi
Prime Minister Mamuka Bakhtadze stated that a factory of electric vehicles will be built in Kutaisi at the presentation of the Aigroup business group.
Qvevri-shaped hotel complex to be built in Telavi
A Qvevri-shaped hotel complex is scheduled to be built in the village of Shalauri in Telavi, Kakheti (east part of Georgia).
GEL Exchange Rate
Other Stories
Recently Toyota rolled out Global Campaign under this slogan that reflects the Olympic and Paralympic Spirit of Encouragement,
A couple from Switzerland combines Swiss tradition and technology with Georgian products. Their cheese is made in the Georgian mountains and sold in local stores and hotels.
It has been more than five years since the residents of Lilo village, near Tbilisi, cannot open their windows.
63 000 GEL was received by the Georgian Agro Export Group which is just a small part of the European Neighbourhood Programme for Agricultural and Rural development.
Georgian entrepreneur Guka Tavberidze, who runs his own business in the UK and does it quite well, has been invited by BBC
The grand opening of 7-star The Biltmore Hotel Tbilisi took place in Georgia’s capital on July 31.
DUSHETI, Georgia – The Georgian government and the World Bank will allocate USD 5.6 million (12 million GEL) to fund
A new Georgian clothing brand named Person has emerged in Georgian market.
Georgia is in the midst of an economic maelstrom, Euronews reports.
Situation at Georgia’s mineral water market is interesting: over the last year, the volume of export has grown by 56 percent. According to “GeoStat”, over $114 million worth of mineral water was sold
GEL Exchange
January 2020
Mon Tue Wed Thu Fri Sat Sun
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31