Georgian wine should be associated with high quality

"All the initiatives aimed at the production of quality wine, which we started in 2025, will continue actively this year as well. There is complete agreement between us and the private sector on this issue - we jointly ensure that Georgian wine is associated only with high quality by the consumer. The main goal of our activity is to establish Georgian wine in the premium segment," said Tamtam Naidze, Deputy Chairman of the National Wine Agency.

According to him, in 2026, Georgian wine promotion events will become more extensive and diverse, the purpose of which is to increase the awareness of Georgian wine and diversify the markets.

"Despite the challenges manifested in the decline of wine consumption in the global market, last year can be evaluated positively. The volume of exports to Asian and European countries has increased. This year, the main goal remains to diversify the wine markets and increase awareness in the target markets", Tamta Tagi said. the son

According to the Deputy Chairman of the National Wine Agency, in 2026, the programs of promotion of Georgian wine and co-financing of marketing costs will continue in the local market.   Within the framework of the state program for the promotion of Georgian wine production in the local market, wine exhibitions, competitions and festivals will be held throughout Georgia, which is important for increasing the potential of wine tourism and wine consumer culture. Within the framework of the "State Program for Promotion of Georgian Wine", co-financing of marketing expenses will be implemented for those companies that carry out marketing activities in priority markets and in different countries of the world, except CIS and SUAM countries.  In 2026, the budget for the promotion of Georgian wine was set at 18 million GEL. The USA, Great Britain, Germany, Poland, China, South Korea and Japan remain strategic markets. Together with the mentioned countries, to increase the awareness of Georgian wine The events will be activated in Canada and Scandinavian countries, where the contractor companies of the National Wine Agency will carry out different formats of the event. With the support of the National Wine Agency, Georgian producers will participate in all important international exhibitions of wine and alcoholic beverages, media campaigns and consumer-oriented activities will be strengthened.