In 2026, the budget for the promotion of Georgian wine has been set at GEL 18 million. Strategic markets remain the United States, the United Kingdom, Germany, Poland, China, South Korea, and Japan, according to information released by the National Wine Agency of Georgia.
“The National Wine Agency, together with the private sector, will work this year to further strengthen the position of Georgian wine and to ensure its continued success on the international stage. Alongside our strategic markets—known for their strong wine culture and consumption—we will step up activities in the Scandinavian and Benelux countries, as well as in Canada, Brazil, and India. Ultimately, the planned marketing activities will further reinforce Georgian wine’s position on global markets,” said Levan Mekhuzla, Chair of the National Wine Agency.
Mekhuzla noted that approximately 100 million liters of wine are exported from Georgia annually, and that the average export price continues to rise.
“Wine and grape-based spirits generate more than half a billion US dollars in export revenues alone. In addition, revenues from domestic sales and wine tourism are also significant. Based on last year’s results, market diversification and export growth in the Chinese market are particularly important,” he added.
This year, the National Wine Agency’s contracted companies will implement various formats of promotional events in strategic and priority markets. With the Agency’s support, Georgian producers will participate in all major international wine and spirits exhibitions, while media campaigns and consumer-focused activities will be further intensified.
