“Georgian Wine Must Be Associated Exclusively with High Quality” – Tamta Kvelaishvili

“All initiatives launched in 2025 aimed at producing high-quality wine will continue actively this year as well. There is full alignment between the Agency and the private sector on this issue—we are working together to ensure that Georgian wine is associated by consumers exclusively with high quality. Our primary objective is to firmly position Georgian wine in the premium segment,” said Tamta Kvelaishvili, Deputy Chair of the National Wine Agency of Georgia.

According to her, Georgian wine promotion activities will become broader in scale and more diverse in 2026, with the aim of increasing awareness of Georgian wine and further diversifying export markets.

“Despite the challenges reflected in declining global wine consumption, last year can be assessed positively. Export volumes increased to markets in Asia and Europe. This year as well, the main objectives remain market diversification and raising awareness in target markets,” Kvelaishvili noted.

She also stated that in 2026, programs supporting the promotion of Georgian wine on the domestic market and the co-financing of marketing expenses will continue.

Within the framework of the State Program for the Promotion of Georgian Wine on the Domestic Market, wine exhibitions, competitions, and festivals will be held throughout Georgia. These initiatives are important for enhancing wine tourism potential and strengthening wine consumer culture. Under the State Program for the Promotion of Georgian Wine, marketing cost co-financing will be provided to companies that carry out marketing activities in priority markets worldwide, excluding CIS and GUAM countries.

The budget for Georgian wine promotion in 2026 has been set at GEL 18 million. Strategic markets remain the United States, the United Kingdom, Germany, Poland, China, South Korea, and Japan. In addition to these markets, promotional activities will be intensified in Canada and Scandinavian countries, where events of various formats will be implemented by companies contracted by the National Wine Agency.

With the support of the National Wine Agency, Georgian producers will participate in all major international wine and spirits exhibitions, while media campaigns and consumer-focused activities will be further strengthened.