Georgian Wine to Feature on Netflix’s “Somebody Feed Phil” as Part of U.S. Marketing Push

The National Wine Agency has included the Netflix platform in its advertising campaign for Georgian wine in the United States.

The 4th episode of the 8th season of Somebody Feed Phil, one of the highest-rated series produced by the American media giant Netflix, will spotlight Georgia and Georgian wine. The season premieres on June 18 on Netflix.

With co-financing from the National Wine Agency of the Ministry of Environmental Protection and Agriculture, Netflix’s creative team visited Georgia in the fall of 2024 to film the episode. In line with the concept of the series, which explores global food cultures, the episode will showcase not only Georgian wine but also Georgian gastronomy. Filming took place in Tbilisi and the Kakheti region.

The National Wine Agency is actively pursuing an advertising campaign to raise awareness of Georgian wine in the U.S. As part of this effort, a special segment on Georgian wine is also being produced by V is for Vino, one of the most popular wine-focused shows in the United States.

The United States remains a strategic export market for Georgian wine. Since 2013, the National Wine Agency has implemented targeted marketing activities in the U.S. In recent years, the agency has expanded its efforts to include advertising campaigns with major American media outlets such as CBS, CNN, The New York Times, and Wine Enthusiast. These efforts have significantly contributed to increased Georgian wine sales, culminating in a record-high export volume of 1.2 million liters in 2024—32% more than in 2023.