Georgian Wine to Further Strengthen Its Position in International Markets in 2026 – Levan Mekhuzla

In 2026, Georgia’s budget for the international promotion of wine will amount to GEL 18 million, according to information released by the National Wine Agency of Georgia.

The agency noted that the United States, the United Kingdom, Germany, Poland, China, South Korea, and Japan will remain Georgia’s strategic export markets.

“The National Wine Agency, together with the private sector, will work this year to further strengthen the position of Georgian wine and ensure its continued success on the international stage. Alongside our strategic markets—countries with strong wine cultures and high consumption—we will intensify promotional activities in Scandinavia and the Benelux countries, as well as in Canada, Brazil, and India. As a result of these planned marketing activities, Georgian wine’s position in international markets will be strengthened even further,” said Levan Mekhuzla, Chairman of the National Wine Agency.

Mekhuzla also highlighted that Georgia exports approximately 100 million liters of wine annually, with the average export price continuing to rise.

“Wine and grape-based spirits generate more than half a billion US dollars in revenue for the country annually from exports alone. In addition, there are significant revenues from domestic sales and wine tourism. Based on last year’s results, market diversification and export growth—particularly in the Chinese market—remain key priorities,” he added.

This year, promotional events of various formats will be implemented in strategic and priority markets by companies contracted by the National Wine Agency. With the agency’s support, Georgian producers will participate in all major international wine and spirits exhibitions, while media campaigns and consumer-oriented activities will be further expanded.