recommendations on export marketing for georgian wines tbilisi – november 27, 2007

RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES

Tbilisi – November 27, 2007

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Export Marketing for Georgian wines

Pre-requisite : having a clear vision on where Georgian could stand on the World Arena

Wines made using modern wine making technologies, internationally

spread and well known grape varietals

40-50%

Wines made using modern technologies, with local autochthonous grape varieties. 20-30%

Wines made with local varieties and with local wine making techniques. 15-20%

Georgia







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Three main components for the export strategy

Export only reliable quality wines (Wine Tasting commission approval)

Demonstrate that Georgian wines have something Unique to offer :

history (“craddle of wine”),unicity of grapes (“Saperavi, Matsvane, Rkatsiteli, etc…),appellations

Dedicate efforts in consistency of Quality (encourage investment in grape and wine making)







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Actions to be untaken

Recommendation 1: Increase visibility of Georgian wines through the HORECA channel and through fairs and competition

work with local and international journalists,organize wine tasting around the world with restaurateurs, wine writers, wine critics and local key persons,Encourage participation to international competitions







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Recommendation 2: Create an internet web site for Georgian wines

For Georgia to increase its visibility, having a web site presenting its wine sector should be a priority.







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Georgia, wine on Google:







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Recommendation 3: Provide services for Market information and dissemination

A National Wine Markets Information Center should be created in order to be the central provider of information on foreign wine markets

Market information dissemination should be conducted by a state related agency using its the government international network (through Embassies for example) to collect the necessary information.

To prevent discrimination on information dissemination, this Center should offer basic information at no or limited cost to any company involved in the wine business







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Recommendation 4 : Assist in creating strong messages that could federate the whole industry and serve as slogans during international exhibitions and events

For Georgian table wines, a unique message should be created to serve as a national flag for the whole Georgian wine industry = NATIONAL message

Each appellation should differentiate themselves through a declination of this national message = REGIONAL message







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Recommendation 5: Assist in increasing visibility and image of the 18 Georgian wine appellations.

Georgian appellations are totally unknown in non CIS countries and most buyers would be unable to locate these appellations on a map of Georgia and even more, describe their specificities. Communication on these 18 appellations should then be encouraged.

Brochures and any marketing documents should be made available for foreign buyers to become more acquainted with the uniqueness and diversity of the Georgian wine and viticultural sector.







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Recommendation 6: Make funding available to assist wineries in attending international exhibitions.

Cost of space and global communication should be financed (partially or entirely) from government funding

To attend the London Wine Trade Fair, ProWein (Germany) and the Fancy Food Show (US), a estimated budget of 180.000€ is needed for a 100sqm stand.







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Recommendation 7: Provide financial assistance in sending samples to international wine competition.

Recommendation 8 : Make sure that minimum quality requirements are met by Georgian exporters.

include in tasting every wine produced and exported from Georgia.

Recommendation 9 : To Fight against counterfeited wines originating from Georgia or made outside of Georgia







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Recommendation 10: Creation of a National Wine Marketing Agency.

SAMTREST

Union of Wine Producers

Sommelier Association

Union of Kinsmarauli Producers

Union of Tsinandali Producers

Union of Khvanchkara Producers

Ministry of Economic Development

MoA

National

Marketing

Agency

Define marketing strategy

Provide Market Information

Provide Export Assistance

Exhibition assistance

Promotion of Georgian wines…

recommendations on export marketing for georgian wines tbilisi – november 27, 2007

Documents

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georgian wines actions

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georgian wine appellations

visibility of georgian

georgian wine industry

georgian table wines

georgian wines tbilisi