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RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES

RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES. Tbilisi – November 27, 2007. Export Marketing for Georgian wines. Pre-requisite : having a clear vision on where Georgian could stand on the World Arena. Wines made with local varieties and with local wine making techniques. .

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RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES

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  1. RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES Tbilisi – November 27, 2007

  2. Export Marketing for Georgian wines Pre-requisite : having a clear vision on where Georgian could stand on the World Arena Wines made with local varieties and with local wine making techniques. 15-20% Georgia Wines made using modern technologies, with local autochthonous grape varieties. 20-30% Wines made using modern wine making technologies, internationally spread and well known grape varietals 40-50%

  3. Export Marketing for Georgian wines Three main components for the export strategy Export only reliable quality wines (Wine Tasting commission approval) Dedicate efforts in consistency of Quality (encourage investment in grape and wine making) Demonstrate that Georgian wines have something Unique to offer : history (“craddle of wine”), unicity of grapes (“Saperavi, Matsvane, Rkatsiteli, etc…), appellations

  4. Export Marketing for Georgian wines 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

  5. Export Marketing for Georgian wines Actions to be untaken 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.

  6. Georgia, wine on Google:

  7. Export Marketing for Georgian wines Actions to be untaken 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

  8. Export Marketing for Georgian wines Actions to be untaken 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

  9. Export Marketing for Georgian wines Actions to be untaken 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.

  10. Export Marketing for Georgian wines Actions to be untaken 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.

  11. Export Marketing for Georgian wines Actions to be untaken 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

  12. Export Marketing for Georgian wines Actions to be untaken Recommendation 10: Creation of a National Wine Marketing Agency. MoA National Marketing Agency Define marketing strategy Provide Market Information Provide Export Assistance Exhibition assistance Promotion of Georgian wines … SAMTREST Union of Wine Producers Sommelier Association Union of Kinsmarauli Producers Union of Tsinandali Producers Union of Khvanchkara Producers Ministry of Economic Development

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