Georgia’s National Wine Agency kicked off a major marketing push for its wines in Germany on August 12, 2025, aiming to boost sales and awareness in one of Europe’s key markets. Partnering with FF.K Public Relations, the campaign features tastings, seminars, and retail promotions to highlight Georgia’s ancient winemaking heritage and unique varieties.
Campaign Highlights and Goals
This new initiative builds on years of efforts to expand Georgian wine exports. The National Wine Agency has set aside a budget of 17.4 million GEL for wine promotion in 2025, up from the previous year, with Germany as a top priority alongside markets like the USA, UK, and Poland.
The campaign focuses on educating consumers about Georgia’s 8,000-year-old wine tradition, including qvevri fermentation methods that give these wines their distinct earthy flavors. Organizers plan to host events that pair wines with Georgian cuisine, drawing in food enthusiasts and professionals.
By targeting peak fall sales, the push aligns with seasonal demand for robust reds and amber wines that pair well with hearty meals.
Key Partnerships Driving Success
Several major German retailers and importers have joined forces for this campaign. Their involvement ensures wide distribution and visibility for Georgian bottles across the country.
- Jacques Wein Depot: Over 300 stores now feature dedicated sections for Georgian wines, making it easy for shoppers to discover varieties like Saperavi and Rkatsiteli.
- HAWESKO: This online giant created a special digital shelf and page, allowing customers to browse and buy with detailed notes on each wine’s origin and tasting profile.
- Mack & Schühle, Interpartner, and Rindchen: These importers handle logistics and promotions, expanding reach to smaller shops and events.
These collaborations stem from a partnership with FF.K Public Relations that started in 2021. The agency has organized tastings and media tours, inviting German experts to visit Georgia’s vineyards for firsthand experience.
Historical Roots and Modern Appeal
Georgia claims the title of the world’s oldest winemaking region, with evidence of grape cultivation dating back millennia. This rich history appeals to modern consumers seeking authentic, sustainable options amid growing interest in natural wines.
Recent trends show a surge in demand for unique varietals. For instance, Georgian amber wines, fermented with skins in clay vessels, have gained fans for their bold textures and low-intervention production.
The campaign ties into broader efforts, such as the upcoming International Qvevri Wine Competition in June 2025, which will spotlight these traditional methods on a global stage.
Experts note that Germany’s wine market favors innovative imports, and Georgian offerings stand out against more common French or Italian choices.
Export Growth and Economic Impact
Georgian wine exports have seen steady growth, with Germany emerging as a vital market outside traditional CIS countries. In 2024, exports to new markets like Europe and Asia made up about a third of total shipments, reducing reliance on Russia.
| Year | Total Wine Exports (Million Liters) | Exports to Germany (Million Liters) | Growth Rate to Germany (%) |
|---|---|---|---|
| 2023 | 85 | 2.5 | 15 |
| 2024 | 92 | 3.2 | 28 |
| 2025 (Projected) | 100 | 4.5 | 40 |
This table illustrates the upward trend, fueled by marketing investments. The National Wine Agency reports that such campaigns have helped diversify exports to 76 countries, with Poland ranking second in volume last year.
Local winemakers benefit too, as increased demand supports jobs in rural areas like Kakheti, Georgia’s main wine region.
Future Plans and Challenges
Looking ahead, the campaign will ramp up with more events in fall 2025, including pop-up tastings in major cities like Berlin and Munich. Plans also include digital ads and social media pushes to reach younger drinkers interested in heritage brands.
Challenges remain, such as competition from established wine nations and economic factors like inflation affecting consumer spending. However, organizers are optimistic, citing positive feedback from early promotions.
Tours for German journalists and buyers to Georgia will continue, fostering long-term relationships.
This marketing drive not only promotes wine but also boosts tourism, as visitors often combine wine tastings with cultural experiences.
What do you think about this campaign? Share your thoughts in the comments below, and if you have tried Georgian wine, tell us your favorites. Spread the word by sharing this article with fellow wine lovers.
