National Wine Agency of Georgia announces expanded campaign for the UK
- Follows record exports to the UK in 2021*
- Virtual and in-person tastings for trade and press
- Indie Alliance Fund initiative to continue
- Press and trade trips to Georgia resume
- Campaign runs from February to December 2022
Following another year of strong export growth in the UK, the National Wine Agency of Georgia has confirmed an expanded promotional campaign for the UK.
In January 2022, both Naked Wines and Lea and Sandeman added Georgian Wines to their portfolios.
Indie 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.
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 comprises 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.
Georgia Trade Guide
Hosted on the Global Wine Database platform, the Georgia Trade Guide contains detailed profiles of wineries and wines. Producers receive guidance on how to upload their details and technical wine specifications onto the platform, which is freely accessible for UK trade to view and research. Visit https://georgia.tradeguide.wine/.
Trade Tastings
Over 100 Georgian Wines will be available to taste at walk-around trade tastings in London and Manchester in April 2022. Wines shown will include those already imported into the UK, and those from producers looking for new importers in the market. Dates and venues will be confirmed in the coming weeks, and registration will be accessible from www.swirlwinegroup.com.
Virtual Tastings
Three 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 in April, September and November 2022. Registration will open in March at www.swirlwinegroup.com.
Further Activities
The core activities of press office, trade liaison and content continue. In addition, the National Wine Agency will host (travel restrictions permitting) trade and press trips to Georgia in May and September 2022.
Ms. Tamar Metreveli, the head of marketing at The National Wine Agency of Georgia, said, “Despite difficult conditions, 2021 was another record year for Georgian wine in the UK. The 2022 campaign will support Georgian producers and UK trade partners in continuing to grow this important market.”
*Exports of Georgian Wine to the UK in 2021 were 736,000 bottles, an increase of 72% on the previous year, according to figures provided by the National Wine Agency of Georgia. The UK is now the 11th biggest importer of Georgian wine. Georgia’s wines are exported to more than 50 different countries. The biggest export markets are Russia (62 million bottles), Ukraine (12 million bottles) and Poland (7 million bottles). Market diversification is a key objective of the National Wine Agency of Georgia.
