Wine marketing initiative instigated in Germany, centered around Georgian vintages
The National Wine Agency of Georgia has launched an ambitious marketing campaign in partnership with FF.K Public Relations, aimed at promoting Georgian wine in the German market. The comprehensive effort includes collaboration with major retailers and importers, wine tours, tasting seminars, and extensive promotional activities.
Key components of the campaign are retail and importer partnerships, wine tasting and competitions, promotional efforts, and wine tours. Georgian wine is now available in over 300 stores of Jacques Wein Depot, a prestigious German wine retail chain, and has been given dedicated promotional sections. A special online shelf and page for Georgian wines have been created in HAWESKO's online store, the largest premium wine retailer in Germany.
The campaign has engaged other popular retailers and import companies like Mack & Schühle, Interpartner, and Rindchen, aiming to expand Georgian wine's visibility and availability across Germany. Significant events, such as the “Best of” tasting competition held in June 2021 in Cologne, have helped introduce and elevate Georgian wines to wine professionals and journalists.
Apart from retail promotions and media coverage, the campaign includes organizing tasting seminars in various German cities aimed at wine professionals, trade representatives, and consumers. Georgian wines are showcased at international wine exhibitions, and targeted advertising and media campaigns help raise awareness.
The National Wine Agency has also arranged wine tours to Georgia specifically for media representatives, wine experts, and sales specialists, enhancing firsthand understanding of Georgian wine culture and production techniques. This strategy helps build deeper relationships and authentic promotion in Germany’s wine trade community.
The campaign will intensify in the fall, a peak sales season, with the partnership with FF.K Public Relations continuing actively. The goal of the campaign is to boost sales of Georgian wine in primary export markets, making Georgian wines more accessible and appealing to consumers in Germany.
Georgian wine's expansion extends to various aspects of lifestyle, with the promotion of its food-and-drink offerings in partnerships with retailers like Jacques Wein Depot and HAWESKO. Travel experiences are also being incorporated into the campaign, as wine tours to Georgia are organized for journalists, wine experts, and sales specialists.
