Georgian 2025 wine promotion budget increasing to $6.15mln - Wine Agency

State promotion of Georgian wine in international markets is set to receive a boost in 2025 with an increased budget allocation of ₾17.4 million ($6.15mln) - up by ₾1.4 million ($490,000) from the previous year, the National Wine Agency said on Wednesday.

The Agency added this year Georgian wine would be “actively represented in  strategic markets” of the United States, the United Kingdom, Germany, Poland, the Baltic countries, China, South Korea, and Japan.

Contractor companies engaged by the Agency will organise  promotional events  featuring Georgian wine and alcoholic beverage producers, the body added.

The state programme will continue to provide co-financing for marketing expenses for companies exporting to priority markets, with an emphasis on countries outside the Commonwealth of Independent States and SUAM - a regional union of Georgia, Ukraine, Azerbaijan and Moldova.

On the domestic front, the state programme will support a series of wine exhibitions, competitions, and festivals across Georgia. The Agency said these events were designed to enhance wine tourism and foster a greater appreciation for wine culture among consumers.

Last year, Georgian wine and spirits exports reached $565 million, reflecting a 24 percent increase compared to the previous year.