Follows record exports to UK in 2020*
New initiatives include Indie Trade Alliance Fund and Georgian Wine Connect
Virtual and in-person tastings will show diversity of Georgian wine
Campaign runs from April to December 2021
The campaign includes new initiatives that will support the growing number of importers, wholesalers and retailers working with Georgian wines:
Indie Trade Alliance Fund
The Indie Alliance Fund offers small and medium-sized retailers the opportunity to apply for grants to increase promotion of their Georgian wine listings. The fund recognises the critical role that Indies play in promoting Georgian wine – an exciting but adventurous wine choice – to UK wine consumers. Applications for grants of up to £4,000 should be made via the Georgianwine.uk website by the 28th April 2021. Winners will be notified by 30th April 2021. The winners will be selected by a panel including Georgian Wine UK director, Sarah Abbott MW, and Dr. Jamie Goode. Promotional activities must be completed by November 2021. Terms apply, and are available to view here.
Georgian Wine Connect
Georgian Wine Connect is a 24/7 online hub that allows trade buyers to connect with export-ready Georgian wine producers. The hub, which goes live week commencing 19th April 2021, will comprise profiles of 50 Georgian wineries and their contact details. The online platform allows registered trade visitors to specify their area of interest, filter wineries by target market channel and positioning, and to send messages and request virtual meetings with winery representatives. In addition to the always-on networking service, Georgian Wine Connect will host a virtual event program through the year.
Ongoing events and activities are:
Over 100 Georgian Wines will be available to taste at a walk-around trade tasting to be held in London on Tuesday 22nd June 2021. Wines shown will include those already imported into the UK, and those from producers looking for new importers in the market. The tasting will be held at Trivet Restaurant near London Bridge, with the kind support of Isa Bal MS. At the time of writing, the plan is for the event to operate timed slots in case of social distancing measures remaining in place. Registration for the tasting will open on 22nd April 2021, and will be accessible from www.swirlwinegroup.com.
Six Virtual Tastings will highlight the diversity and range of contemporary Georgian wine. The tastings will focus predominantly on wines currently available in the UK. Held over zoom, with sample wines sent to guests in advance, the first Virtual Tastings will take place on April 21st and April 28th, with further tastings in October and November 2021. Members of the trade and press who are interested in attending should register at www.swirlwinegroup.com.
The core activities of press office, trade liaisonand content continue. In addition, the National Wine Agency will host (travel restrictions permitting) a trade and press trip to Georgia in September 2021.
Ms. Tamar Metreveli, the head of marketing at The National Wine Agency of Georgia, said,
“We are delighted to launch an expanded 2021 promotional campaign for the UK. This is a market of great strategic and symbolic importance to us, and we are delighted that the UK trade and consumers are increasingly seeking out Georgian wines.”
Images can be downloaded here