The new campaign will feature events and activities designed to
educate and further grow awareness among trade and press in the US,
a top export market for Georgia
NEW
YORK, March 28, 2024 /PRNewswire-PRWeb/
-- Wines of Georgia, the
organization that represents and promotes the wines of the country
of Georgia and is financed by the
National Wine Agency of Georgia,
which is a legal entity under the Ministry of Environmental
Protection and Agriculture of Georgia and the country's wineries, is excited
to announce its 2024 integrated communications campaign in
the United States, with a number
of trade and press activations and events. The goal of the 2024
program is to continue to engage and educate thought leaders in the
industry, with the US as a top strategic market for Georgia. According to the National Wine
Agency, the value of US exports of Georgian wine has been rising
over the past several years, increasing 6% in 2023, and the
interest in Georgian wine is continuing to gain momentum into
2024.
"Our vision moving forward is to gain an
even deeper understanding of the diversity of Georgian wines among
US trade and press, in order for our wines and culture to become a
part of Americans' everyday lives." - Tamta Kvelaidze, Head of
Marketing & PR at the Georgian National Wine Agency
Tamta Kvelaidze, Head of Marketing & PR at the Georgian
National Wine Agency, says, "We are excited to continue to build on
the successes of our campaign over the past two years, which marked
a pivotal moment of growth for the Georgian wine category in the US
as a result of education-driven activities and a dedicated approach
to expanding awareness through trade and press relations. Our
vision moving forward is to gain an even deeper understanding of
the diversity of Georgian wines among US trade and press, in order
for our wines and culture to become a part of Americans' everyday
lives."
The 2024 program will feature a variety of traditional and new
strategic media and trade activities centered on increasing
category awareness in the US. Engaging press, trade, and consumers
through educational experiences and promotional activities, the
Wines of Georgia campaign strives
to achieve stronger familiarity of the country's wines in the US
market, guided by communications pillars focused on Georgia's rich winemaking history and modern
innovation, wide range of high-quality wines, diversity of terroirs
and subregions, food pairing versatility, and cultural
traditions,
This year, Wines of Georgia is
coordinating two trade trips in 2024: the first for Master
Sommeliers and the second for retail buyers. In addition to the
trade-focused trips, the campaign will coordinate trips for US wine
critics covering Georgia. These
trips will allow attendees to explore the county's regions and
wines, as well as its culture and traditions, to enhance their work
in the Georgian wine category.
On June 8, the campaign will have
a presence at the third annual Saperavi Festival, presented by
Saperica, Inc., Dr. Konstantin Frank Winery, Chama Mama Restaurant
and the National Wine Agency of Georgia, featuring producers of Saperavi and
Rkatsiteli wines from the Finger Lakes region of New York, throughout the USA, and Georgia, as well as authentic Georgian food
with a modern twist. Following the Saperavi Festival, Wines of
Georgia will organize a trade
dinner during Vinexpo New York on June
24 targeting influential members of the trade.
For the third year in a row, Wines of Georgia will be at TEXSOM as one of the
conference's largest regional sponsors from August 25-27, to showcase the country's variety
of styles and wineries, and will be sponsoring a lunch and two
tables at each of the six sessions during the grand tasting,
featuring wines from leading Georgian producers. The campaign also
participated in the 2024 TEXSOM Awards in February, submitting 55
wines for review and sponsoring a Wines of Georgia dinner. Wines of Georgia will also partner with Wine &
Spirits Magazine, to host a dedicated Georgia wine seminar and tasting in August for
key New York-based trade and
media.
On September 24, Wines of
Georgia will hold its second Grand
Tasting and Masterclass event in New
York. following the success of last year's event that was
the first of its kind for Georgia
in the US and attracted over 200 attendees. An exceptional industry
event created to showcase the best of Georgia through a wide variety of wines and
producers, the Grand Tasting and Masterclass event will maximize
its impact, providing hundreds of trade and media professionals the
unique opportunity to further develop their knowledge of the many
styles of Georgian wine from dynamic terroirs across the region,
ranging from traditional to more modern expressions, and including
reds, whites, ambers, rosés and sparkling wines, through connecting
with the producers and wines of Georgia on a personal level.
Supporting its educational program, Wines of Georgia will continue to offer interested
media, wine trade and wine-loving consumers access to the Georgian
Wine Certification program in partnership with the Napa Valley Wine
Academy. The first-of-its-kind free three-hour education course,
the Georgian Wine Certification program features seven learning
modules on Georgia and its wines,
with topics ranging from history, culture, and winemaking
techniques to the country's various regions and terroir and
indigenous varieties and styles. After completing the modules,
users will gain a thorough understanding of the wines of the
country of Georgia and will
receive an educational reference guide and presentation on
Georgia for use, as well as have
access to a final quiz that, once passed, will provide them with a
Georgian wine certificate endorsed by the Georgian National Wine
Agency.
Today, Georgia produces wine
from more than 525 indigenous grape varieties cultivated across
approximately 55,000 hectares of vineyards. In 2023, Georgia produced 165.9 million liters of wine,
92% of which was from the country's leading region of Kakheti,
which accounts for 76.7% of the country's total vineyard area. With
29 defined wine PDOs, Georgia
boasts a diversity of styles including reds, whites, rosés,
skin-contact ambers, and sparkling wine from 2,398 registered wine
producers. In 2023, around 480 Georgian producers exported a total
of 89.5 million liters of wine to 65 countries, with red wine
accounting for 68% of this volume. The
United States, one of the country's strategic markets,
imported 906,512 liters of Georgian wine in 2023. While export
volumes are down across the world, Georgia witnessed a rise in export income in
the US, increasing 6% from $5,286,00
in 2022 to $5,612,000 in 2023. The
country's growth in price in the US was up from $5.47 per liter in 2022 to $6.19 per liter in 2023.
The persistent growth of the Georgian wine category in
the United States reflects the
Georgian National Wine Agency's dedication to achieving greater
awareness and understanding of Georgian wines among US consumers
through engaging key trade and press and showcasing the country's
rich 8,000-year winemaking history, tradition and culture, and
modern innovations in the industry.
For more information, visit the Wines of Georgia website and follow on social media on
Instagram, X and Facebook.
About Wines of Georgia
-http://www.winesgeorgia.com
Wines of Georgia is a promotional
campaign financed by the National Wine Agency of Georgia and wineries to educate the US wine
trade and general public about the history, culture, quality and
universal appeal of Georgian wines and the country's qvevri
winemaking tradition.
Media Contact
Erin Healy, Colangelo &
Partners, (646) 624-2885, ehealy@colangelopr.com,
https://www.colangelopr.com/
Leah Isenberg, Colangelo &
Partners, (646) 624-2885,
lisenberg@colangelopr.com, https://www.colangelopr.com/
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SOURCE Wines of Georgia