Georgian Wine Promotion Campaign Strengthens Presence in German Market

To boost awareness and exports of Georgian wine in the German market, the National Wine Agency—together with its contracted marketing firm, ff.k Public Relations—organized a visit for German journalists, bloggers, and influencers to Georgia.

The ten-member group toured wine-producing companies and cellars in Kartli and Kakheti, where they sampled various Georgian wine styles and learned about traditional qvevri winemaking methods. A Georgian wine masterclass and tasting session were also held in Tbilisi.

“In order to increase awareness of Georgian wine in Germany, we are actively working with the National Wine Agency. We have brought journalists specializing in wine, as well as those covering lifestyle and travel, to Georgia. We also have influencers who create content that introduces Georgia to their audiences,” said Svenja Meiring, a consultant at ff.k Public Relations. “During the visit, we explored not only the wineries but also daily life and Georgian culture. I think this is a great opportunity for journalists and influencers alike. The wineries are truly amazing—Georgian wines and cuisine are excellent.”

Since 2020, Germany—the largest wine importer in Europe—has been designated a strategic market for Georgian wine. In 2021, the National Wine Agency began formal cooperation with ff.k Public Relations, launching a wide-ranging promotional campaign that continues today.

As part of the campaign, wine tasting seminars are being held in various German cities targeting industry professionals, wine traders, and consumers. Georgian wines are being showcased at international exhibitions, featured in targeted media and advertising campaigns, and promoted through organized wine tours in Georgia for journalists, sommeliers, and sales representatives.