BAKU, Azerbaijan, Sept. 10
By Tamilla Mammadova – Trend:
A state program for promoting Georgian wine in world markets has been launched in Georgia, Trend reports referring to the Georgian media.
The resolution came into force on September 9. The document was signed by Prime Minister Irakli Garibashvili.
The goal of the program is to increase the export potential and competitiveness of Georgian wine in international markets. In addition, its main task is to increase the recognition of Georgian wine in strategic, priority markets and diversify export markets.
Under the program, beneficiaries will be reimbursed for marketing expenses (excluding marketing expenses incurred in Georgia and the CIS countries) if they export more liters of wine this year than last year, and also spend more money on a marketing campaign.
The maximum amount of remuneration paid to each beneficiary during a calendar year cannot exceed 600,000 lari ($193,190). According to the decree, a financing agreement will be signed with a potential beneficiary if he has incurred any marketing expenses during the last 3 years and exported wine in accordance with the terms of the program. The program will help importers of Georgian wine to promote their products in retail chains or retail stores, as well as on various platforms.
In order to diversify markets, the National Wine Agency has been promoting Georgian wine in strategic export countries since 2012: the US, Poland, Great Britain, China, the Baltic countries, Japan and Germany. Georgian wine has been presented at all major international exhibitions and festivals around the world.
As a result, since 2012, the export of Georgian wines has increased by about 300 percent. In 2012, the number of wines exported to 43 countries was 23 million bottles. According to data for 2020, Georgia exported 92.4 million bottles of wine to 60 countries of the world.
According to the National Wine Agency, in eight months of 2021, Georgia exported 65 million bottles of wine (0.75 liters) to 59 countries, which is 19 percent more compared to the same period in 2020. Russia is the main importer of Georgian wine.
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