In an ambitious move to further cement its place in the flourishing US wine market, Wines of Georgia has unveiled a comprehensive 2024 integrated communications campaign. This initiative is set to unravel an array of activities designed to enlighten and expand its reach amongst trade professionals and the media in the United States. The campaign underscores Georgia’s continued commitment to carving a significant niche for itself in one of its most strategic global markets.

Georgia’s winemaking heritage, one of the oldest in the world, has been experiencing a renaissance of sorts on the global stage. A country smaller than the state of South Carolina, Georgia has been producing wine for over 8,000 years, with archeological evidence suggesting that its winemaking tradition dates back to 6000 BC. This ancient tradition is not just a matter of national pride but a testament to Georgia’s enduring presence in the vinicultural landscape. The country’s unique qvevri winemaking method, involving the fermentation of grapes in large, underground clay jars, has been recognized by UNESCO as an intangible cultural heritage.

In 2023 alone, Georgia produced an impressive 165.9 million liters of wine, predominantly from Kakheti, its premier wine-growing region. This volume underscores a thriving industry that draws from more than 525 indigenous grape varieties spread across about 55,000 hectares of vineyards. Among the Georgian exports, the United States has emerged as a strategic market, importing over 906,512 liters of wine in 2023. This figure represents a nuanced but positive trajectory in the wine trade, emphasizing both the appeal and growing acceptance of Georgian wines beyond its borders.

The 2024 communications effort by Wines of Georgia, financed by the National Wine Agency of Georgia and the country’s wineries, aims to leverage this momentum. The campaign will see activities such as educational programs, trade trips for Master Sommeliers, retail buyers, and wine critics, and participation in key wine festivals and expos, including TEXSOM and the Saperavi Festival. These initiatives are not just promotional but educational, offering comprehensive insights into the diversity, quality, and culture surrounding Georgian wines.

Furthermore, the campaign is not solely trade-focused. It seeks to connect with wine enthusiasts through the Georgian Wine Certification program, a partnership with the Napa Valley Wine Academy. This initiative offers a detailed exploration of Georgia’s winemaking regions, indigenous grape varieties, and vinification techniques, further fostering an appreciation of the rich tapestry that is Georgian wine.

Georgia’s wine industry stands at a captivating intersection of history and modernity. With 29 defined wine Protected Designations of Origin (PDOs) and a vibrant community of 2,398 registered wine producers, the country is navigating its past and future with admirable finesse. The rise in export income from the US market, despite overall downscaling export volumes globally, signals a growing recognition of the quality and uniqueness of Georgian wines.

As Wines of Georgia embarks on this expansive 2024 campaign, it not only aims to elevate Georgia’s profile on the global wine stage but also to integrate the nation’s vibrant winemaking tradition and culture into the daily lives of American consumers. With a blend of historical reverence and forward-looking innovation, Georgia is poised to make even more significant inroads into the international wine community, one glass at a time.