“The awareness of Georgian wine in America is low”

“The awareness of Georgian wine in America is low”

access_time2020-02-18 13:02:20

Over the past few years, Georgian wine exports to the United States have grown by 54%, but despite an impressive growth percentage, the absolute numbers are still low for a 350 million country with the highest purchasing power in the world - in 2019, 466,056 bottles of Georgian wine worth $ 2.3 million were sold in the United States.

All this raises a logical question – whether  the Georgian wine is known  in the United States?

According to the founder of the Tbilisi Wine Cellar Zurab Ramazashvili, dry wines are the most popular in America while  the Georgian wine awareness in the United States is still low and to  talk about mass sales is still premature.

“Our company sells 100,000 bottles a year in the USA that is the highest figure in Georgia. The buyer purchases a product when he knows something about it. Our main task is to increase the awareness of Americans about  Georgia that  produces wine,” Zurab Ramazashvili notes.

In Zurab Ramazashvili’s words, many in the United States do not know about such a country as Georgia, and often confuse it with the state of Georgia.

Despite the company’s export markets are diversified, and in terms of quantity the American market does not play a big role, it is still  very important as it is one of the places in the world where public opinion is formed.

 “The government does a lot to promote Georgian wine in the US market. It uses the services of an American marketing company that promotes Georgian wine in the US market and increases  the country's recognition in the United States. The company’s activity  has increased  the sales to the United States, ” Zurab Ramazashvili explains.

According to Ramazashvili, it is very difficult to occupy its niche  in the American market as the Americans prefer the local wine to the imported one.

Vaziani winery, which produces both classic European and traditional Georgian wines, also exports wine to the United States. 

The company director Natia Metreveli says that in 2018-2019 the company exported up to 100,000 bottles of wine to the United States, but in 2020 wine sales are  planned to be increased.

“We expect a 5% growth in exports to the United States. The National Wine Agency has identified the United States as a priority market. We expect an increase in consumption of traditional Georgian wine, which is produced in clay barrels as there is a demand for special types of wine in the US, ” Natia Metreveli notes.

She believes that  the quality of the product is the main problem of Georgian wine in the United States and not the low level of the country’s recognition.


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