Marketing potential of Georgian wine discussed at US forum
The sixth edition of the Forum was held with the support of the Embassy of Georgia in the US and the Agriculture Programme of the US Agency for International Development. Photo: The National Wine Agency of Georgia
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A scientific research programme on Georgian wine culture, and strategy and potential of promoting wines from the country in the United States were discussed at the sixth edition of the Georgian Wine Forum hosted in Austin, Texas on the weekend, the National Wine Agency of Georgia said on Monday.
Organised by the Agency and the America Georgia Business Council, the two-day programme of the Forum included a conference at the University of Texas and Rice University in Houston, and involved scientists, economists, trade networks and wine professionals.
Photo: the National Wine Agency of Georgia/Facebook
Tamta Kvelaidze, the Head of the Agency’s Marketing and Public Relations Department, briefed the forum about the Georgian wine industry and the vision for its development.
At the conference, we heard from wine professionals about the latest trends in the domestic market, which are crucial for determining our next steps [...] US is a strategic export market for Georgian wine, where the Georgian Wine Agency has been implementing an active marketing campaign since 2013 in order to diversify markets”, Kvelaidze said.
The Forum involved a wine tasting event led by American Master of Wine Lisa Granik and Master sommelier Julie Dalton.
The event also included a scientific conference discussing studies related to the culture and history of Georgian wine.
Photo: The National Wine Agency of Georgia/Facebook
The sixth edition of the Forum was held with the support of the Embassy of Georgia in the US and the Agriculture Programme of the US Agency for International Development.
Davit Zalkaliani, the Georgian Ambassador to the US, David Lordkipanidze, the Director of the National Museum of Georgia, Mamuka Tsereteli, the President of the America Georgia Business Council were featuring in the event.
Georgian Agriculture Minister Otar Shamugia said there was a "great opportunity" for Georgian wine exports to the United States market, adding the Ministry would work to explore the direction.
Julie Peterson, Managing Partner of US marketing company Marq Energie Consulting, has met Georgian wine producers in the United States to introduce them to the characteristics of the US market and help them create strategies for exporting wine to the US.
American master of wine, head of the National Wine Agency contractor American company Tastingwork, Lisa Granik, has written a book “The Wines of Georgia”, which is already available for internet users.
The history, culture and potential of Georgian winemaking and viticulture will be described in a new book which will be written by American master of wine, Lisa Granik.
The Georgian National Wine Agency on Thursday said promotion of wine from the country on international markets would become “more active” this year, with ₾16 million ($6mln) allocated for the purpose from the state budget.