With the support of the National Wine Agency and the organization of its contracted American marketing company, “Colangelo & Partners”, a tour of American wine professionals was conducted in Georgia.
The group of professionals included Paul Yanon, Vice President of Colangelo & Partners, as well as Master Sommeliers with extensive experience working in Michelin-starred restaurants and the HoReCa sector across various U.S. states. Master Sommeliers are considered some of the highest-ranking, most influential, and in-demand experts in the wine industry, with profound knowledge and experience in all aspects of wine. Currently, only 279 individuals in the world hold the title of Master Sommelier.
As part of the tour, the American Master Sommeliers visited Georgian wine-producing companies in Kakheti, where they were introduced to Georgian winemaking technologies and tasted both classic and traditionally made Georgian wines on site. A Georgian wine masterclass and tasting session were also held for the guests in Tbilisi.
“It is incredibly impressive to travel in Georgia and to witness the revival of Georgian traditions — the idea of discovering and bringing back to life nearly extinct grape varieties and sharing this heritage with the rest of the world. When wines are produced with the level of quality that we saw in Georgia, it is evident that they are ready for export, including to the United States. What’s most important is that people hear the stories behind these wines — then they will naturally recognize the quality, appreciate the unique aromas and character that are truly distinctive to Georgian wine,” said Paul Yanon.
It is noteworthy that the United States represents a strategic market for Georgian wine, where an active marketing campaign is being carried out with the financial and organizational support of the National Wine Agency. One of the key components of this campaign is the visits of wine professionals to Georgia, where guests are introduced to Georgian wines, their history, and cultural significance on site.
In cooperation with the National Wine Agency, Colangelo & Partners has been implementing the Georgian wine marketing campaign in the U.S. since 2022. Colangelo & Partners is one of the largest marketing firms operating in the U.S. market for over 15 years.
