Georgian Wine Exports to the USA Surge by 66% in 8 Months
Georgia exported nearly 900,000 liters of wine to the USA between January and August this year, marking a 66% increase compared to the same period last year, according to the National Wine Agency.
The agency attributes this growth to efforts aimed at raising awareness of Georgian wine in the American market, which has been a strategic focus since 2013. Various initiatives have helped expand the reach of Georgian wine beyond industry professionals to everyday consumers.
Levan Mekhuzla, Chairman of the National Wine Agency, emphasized the importance of targeting consumers directly: "The consumer is the final link in the wine sales chain. To maintain the growing export rate, it’s crucial to increase awareness not just among professionals, but also among general American consumers."
In 2023, the agency launched a successful consumer-oriented advertising campaign in the USA, collaborating with media outlets like CBS and CNN. This led to a significant boost in Georgian wine sales in the fourth quarter of 2023 and into 2024.
Currently, the USA remains one of the most valuable markets for Georgian wine, with the average price per liter reaching $6.
Upcoming Promotional Activities:
- September 16-18: Emily Saladino, editor of Wine Enthusiast, will visit Georgia for a blind tasting of local wines. Her reviews will be published on Wine Enthusiast's platform.
- September: A tour for American wine professionals and journalists will be hosted in Georgia.
- September 23: A two-week outdoor advertising campaign will feature Georgian wine banners on 25 lightboxes across Manhattan, New York.
- September 26: A grand presentation of Georgian wine, "Grand Tasting," will be held in New York for industry professionals, media, and commercial representatives.
- October-November: Ads for Georgian wine will appear on The New York Times website, reaching an audience of over 100 million users per week.
These efforts aim to further strengthen Georgian wine’s presence in the US market and continue its upward growth trajectory.