“Georgia – Homeland of Wine” – The project that made the Japanese fall in love with Georgian wine and its technology
15 May, 2019
“Georgia – Homeland of Wine” – The project that made the Japanese fall in love with Georgian wine and its technology
“It is only through acknowledging the history of nations that they could preserve their nationality, existence, and identity,” – wrote the 19-century’s greatest public figure Ilia Chavchavadze. It is, indeed, through preserving the national culture, treasure, historical monuments and the language that the identity is kept.

The unique Georgian wine with its 800-year-old history should be given the top place on the list of cultural heritage. It was due to the Georgina wine that Georgia has become known to the rest
of the world through Forbes, National Geographic, BBC.

The tradition of the Georgian winemaking needs to be preserved and promoted. The National Wine Agency of Georgia has launched this process by organizing a series of exhibitions in Bordeaux, France. Within the framework of the series, the agency presented the project “Georgia –Homeland of Wine” in Tokyo. The project was accompanied by the elements of the Georgian culture and the famous Georgian cuisine known as “Georgian Sufra”.

During the two-month-long exhibition, the advertising banners were placed in the Tokyo subway. The subway would lead the interested passengers to the exhibition hall in order to show them more about Georgia.

The project “Georgia – Homeland of Wine” was closed with the presentation of the Georgian cuisine conducted by the famous Georgian sumo wrestlers Tochinoshin and Gagamaru. According to the deputy of the National Wine Agency of Georgia Davit Tkemaladze, the final part of the event took place in a special place called Gakushi-kaikan.

Due to their great interest in Georgia, the teachers and the head of Gakushi-kaikan were invited to Georgia. At first, we were introduced to each other by the Japanese ambassador to Georgia Mr. Tadaharu Uehara. They told us that they wanted to present the qvevri-made wine at the 100th anniversary celebration of the Gakushi-kaikan.

As people had a chance to taste the Georgian wine at the closing event, the agency decided to make wine on the Gakushi-kaikan’s name.

We did an interview with Davit Tkemaladze, who revealed more details about the popularization of the Georgian wine and culture in Japan.

What was the aim of the project “Georgia – Homeland of Wine” and what activities did it include?

The project intends the promotion of Georgia as the homeland of wine (the fact is already scientifically confirmed) across the world. It is simply an advertising and PR event which aims to present Georgia as a cradle of winemaking. We hope it will be followed by real benefits.

As for the activities, the major one is the exhibition space. The latter showcases the artifacts and unique archeological items discovered in Georgia. The wine acid sample discovered in Georgia was also part of the exhibition.

All our events have received positive feedbacks – people regularly write articles about the Georgian wine or keep in touch with us or the Ministry of Foreign Affairs.

What is attitude towards Georgia and Georgia wine in the Japanese market?

We have date and we can say that there is a positive trend in the Japanese market – sales have increased in recent years, even though Japan is not traditional wine consuming country. On the other hand, Japan has strong economy and many Asian states try to take after them, implement same innovations, in this case, in terms of wine. We try to answer these aims and think that we are doing well so far. But of course, it is too early to speak about concrete results, we will see them after a while, in a year for example.

Which group is the most interested in Georgian wine - business circles or ordinary citizens?

Members of diplomatic corps used to attend the events mostly, those who are accredited in Japan. But number of ordinary citizens was increasing as well. There were lots of them.

Georgia is homeland of wine and this is news in wine industry. Several years ago Qvevri wine was given the status of a cultural heritage by the UNESCO and it has become a trump card in wine industry for us.

We have acquired lots of friends from the art field in Japan: journalists, publishers, representatives of wine sector. This is very important for our country.

Do you think that your activities and events influenced them to visit Georgia and get to know Georgian culture, cuisine and wine?

I think so. We have appointed some visits and they should happen in the end of the year. We have already received 2 groups in Georgia. One consisted of the Japanese journalists, film crew from NHK, one of the leading Japanese TV channels have visited us as well to work here. They got interested after attending our events. They sent letters, met us and started to record a show.

What are your future plans after hosting exhibitions in France and Japan?

We have slightly changed our program in Japan so that we had different programs in different countries. We cooperated with Sony Musical Communications and said a new word in terms of technology with their partnership. Both of the sides worked and got a good result. We have created pictures about Georgia, history of wine, its origins – viewers can enjoy them in 360 degrees videos. This means that visitors can approach the screen and without touching it, with movement of their shadow get information they want.

Currently, together with our embassies, we are working with the United States, China and Korea, because these are important markets as well. Of course, we are represented in China and want to hold our project there. Everyone dreams about the American market and we want to be represented on both, Eastern and Western parts of the USA by 2020.

Related stories:
Other Stories
Kavkaz Jazz Festival presents: 22nd and 23rd of November, Tbilisi Music Forum and Showcase.
It is the first year for Tbilisi Music Forum and Showcase. Main goal of the event is development of music industry in Georgia and South Caucasus region.
Sam Raan Spa-Center named Best Spa in Europe
The Sam Raan Spa-Center has been named the Best Spa in Europe at the annual Haute Grandeur Global Spa Awards 2019 and won the following nominations:
Region’s Largest Startup Event to be Held in Tbilisi
On November 8-10, 2019, regional Startup Grind event will be held in Tbilisi.
Georgian royal family introduces new wine brand "Prince Ioane Bagrationi"
Member of the Georgian royal family Prince Ioane Bagrationi introduced the society new wine brand named after him - "Prince Ioane Bagrationi".
Georgia Celebrates Day of Svetitskhoveli Cathedral today

The day of Mtskheta city and Svetitskhoveli Cathedral is celebrated on 14 October in Georgia.

Georgian Wine Festival 2019 to be held on October 12 on the Shardeni street
Those who are interested and want to know more about Georgian wine can attend Georgian Wine Festival 2019 on October 12 on the Shardeni street. Event starts at 12 pm and lasts till 7 pm.
UNESCO names Tbilisi as Capital of World Book 2021
UNESCO has named Tbilisi as the Capital of the World Book 2021.
Robot Mzia’s preparation for First global – she plays basketball and does pull ups
After the famous robot Vano, Robot Mzia is preparing for the international competition “First Global.”
What comes after Frankfurt? Paris!
The year following the appearance as guest of honour at the Frankfurt Book Fair is known as a difficult one. What are the strategies of Georgian publishers for 2019?
Georgia has its first photography museum
With the Tbilisi Photography & Multimedia Museum (TPMM) Georgia has its first institution entirely dedicated to the contemporary image in its different forms – photography, new media, and video.
„The eighth life“ has arrived home
More than 100'000 Germans have already read it, the Dutch and Polish as well. But it was only last May that Nino Haratischwili's “The eighth life for Brilka” was translated for Georgian readers.
“We will fight for Georgian literature”
One year after Georgia’s well received appearance at the Frankfurt Book Fair, the organizational mastermind, Medea Metreveli, lost her job. Now she's coming up with a new project.
Los Angeles Times about Khatia Buniatishvili – “A genuine musical personality”
Los Angeles Times has recently reviewed the Los Angeles Philharmonic celebration at the Hollywood Bowl marking Gustavo Dudamel’s 10 years with the orchestra.
Important facts about Georgian painter Elene Akhvlediani
Elene Akhvlediani was one of the first recognized female painters in Georgia.
Georgian soprano to perform in a play directed by Woody Allen
Georgian soprano Tsisana Giorgadze will perform in a play directed by Woody Allen.
Georgian Cinematographer Becomes a Member of Motion Picture Academy
Giorgi Shvelidze, Georgian cinematographer has been selected as a member of the Academy of Motion Picture Arts and Sciences.
Georgian Shilda winery announced winner of  the EU Sustainable Energy Award for Eastern Partnership
The European Union has announced the winner of the EU Sustainable Energy Award for the Eastern partnership at the Awards Ceremony in Brussels on 18 June.
15 years of creating opportunity for journalists - BP and British Council in Georgia offer English Language Courses for members of the Georgian Media
BP initiated media development program has trained more than 400 representatives on print, broadcast and online media in English language in Georgia.
What Georgian Pirosmani and Spanish Picasso have in common
Niko Pirosmani was a Georgian primitivist painter.
New York City's largest mural features Gurian Horseman
The largest mural in New York City was unveiled last year.
Three songs to know more about Georgian music
Georgia boasts about its rich traditional music.
Georgian – shop for tourists
The largest book shop in Georgia ,,Biblusi’’ has opened the first shop specially designated to the needs and interests of tourists and named it ,,Georgian’’.
SAVE THE DATE! At the 4th Tourism and Hospitality Conference within  Welcome to Georgia! National Tourism Awards
On June 18, the 4th Tourism and Hospitality Conference within Welcome to Georgia! National Tourism Awards will take place at the Radisson Blu Iveria Hotel, Tbilisi.
Conference dedicated to the State Language held in Georgia
"On the 31st of May, in Rooms Hotel Tbilisi, a conference "State Language for Integration and Development of Human Capital in Georgia" was held."
Anita Rachvelishvili among 10 performers of the Met Opera
Anita Rachvelishvili, a Georgian mezzo-soprano, was recently named among Top 10 Performances By Singers From The Metropolitan Opera’s 2018-19 Season.
GEL Exchange Rate