Georgian Wine - National Wine Agency

"All initiatives aimed at producing quality wine, which we started in 2025, will be actively continued this year as well. There is complete agreement between us and the private sector on this issue - we jointly ensure that Georgian wine is associated by consumers only with high quality. The main goal of our activities is to establish Georgian wine in the premium segment," said Tamta Kvelaidze, Deputy Chairman of the National Wine Agency.

According to her, in 2026, Georgian wine promotion events will become more extensive and diverse, with the aim of increasing the awareness of Georgian wine and diversifying markets.

"Despite the challenges, causing the decline in wine consumption in the global market, the past year can be assessed positively. The volume of exports to Asian and European countries has increased. This year, the main goal remains to diversify wine markets and increase awareness in target markets," noted Tamta Kvelaidze.

According to the Deputy Chairman of the National Wine Agency, programs to promote Georgian wine in the local market and co-finance marketing costs will continue in 2026. Within the framework of the state program to promote Georgian wine production in the local market, wine exhibitions, competitions and festivals will be held throughout Georgia, which is important for increasing the potential of wine tourism and wine consumer culture. Within the framework of the "State Program to Promote the Popularization of Georgian Wine", marketing expenses will be co-financed for companies that carry out marketing activities in priority markets and various countries of the world, except for the CIS and GUAM countries.

In 2026, the budget for the promotion of Georgian wine was determined at 18 million GEL. The USA, Great Britain, Germany, Poland, China, South Korea and Japan remain as strategic markets. Along with the above countries, in order to increase the awareness of Georgian wine, events will be actively held in Canada and Scandinavian countries, where various formats of events will be implemented by the contractor companies of the National Wine Agency. With the support of the National Wine Agency, Georgian producers will participate in all important international exhibitions of wine and alcoholic beverages, media campaigns and consumer-oriented activities will be strengthened.