The National Wine Agency of Georgia reported that Georgia significantly expanded the international promotion of its wine industry in 2025, presenting Georgian wine in 21 countries through a wide range of exhibitions, festivals and professional tastings.
These activities were carried out within the framework of the State Program for the Promotion of Georgian Wine which was allocated a budget of GEL 17.4 million for the year. In total, Georgian wine featured at 58 international exhibitions and festivals, alongside 322 tasting seminars to strengthen export potential and diversify target markets.
Promotional events took place across main global markets, including the United States and Canada, major European wine destinations such as France, Italy, Spain, Germany and the UK, as well as markets in Asia and beyond, including China, Japan, South Korea, Brazil and Uzbekistan.
To deepen engagement with international partners, the program also organized 18 wine tours in Georgia for foreign wine professionals. These visits brought together master sommeliers, importers, HORECA sector representatives, industry experts and international media from countries including Germany, Japan, China, Poland, Sweden, Finland, the UK and the United States. The tours generated strong interest in establishing new partnerships with Georgian producers.
Alongside international efforts, the program supported domestic promotion through 32 events held in Georgia, comprising 30 exhibitions and festivals and two competitions. These initiatives focused on promoting Georgian wine and supporting wine tourism.
In parallel, the State Co-Financing Program for Marketing Expenses provided targeted support to exporters. Nine Georgian wine companies received a combined GEL 692,969 in co-financing to participate in international exhibitions, tastings and promotional activities. This support was limited to companies exporting to markets outside the CIS region and contributed to strengthening Georgian wine exports across priority markets.
