Germany now hosts a marketing initiative for Georgian wine
The National Wine Agency of Georgia has launched a new campaign to boost the presence of Georgian wine in Germany, Europe's third-largest economy and an important wine importer. This initiative, which began in 2021, aims to increase awareness of Georgian wine's quality and diversity in the German market.
The campaign involves a variety of strategies, including tastings, seminars, targeted advertising, media outreach, and wine tours for industry professionals and media representatives. The partnership between the National Wine Agency and FF.K Public Relations, a leading public relations agency, has been instrumental in executing this campaign.
One of the key highlights of the campaign is the creation of a special online shelf and page for Georgian wines in HAWESKO's online store. Furthermore, Georgian wines are now available in over 300 stores of Jacques Wein Depot, a prestigious German wine retail chain.
The collaboration will continue with major retailers and importers such as Mack & Schühle, Interpartner, and Rindchen. The campaign will intensify in the fall, the peak sales season, with the aim of helping sales of Georgian wine in primary export markets.
The purpose of these wine tours is to raise awareness and interest in Georgian wines. Since 2021, the National Wine Agency has been actively promoting Georgian wine abroad, including Germany, by organizing trade events, participating in international wine fairs, and conducting marketing campaigns highlighting Georgia’s unique wine heritage and indigenous grape varieties.
These efforts have resulted in a steady growth in wine exports to Germany, with increasing volumes and a growing number of Georgian wine labels available in German retail and specialized stores. German consumers and sommeliers have shown more interest in Georgian wines due to their unique profiles and the country’s ancient wine-making traditions.
For precise and updated data on the National Wine Agency’s campaigns and measurable outcomes in Germany since 2021, it would be best to consult reports or websites directly from the National Wine Agency of Georgia or relevant trade organizations.
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