#USA #New York #Georgian Wines #Wines of Georgia #National Wine Agency

Introduction

In a bold move to elevate its presence in the U.S. market, Wines of Georgia has announced an integrated communications campaign for 2025. This initiative seeks to promote the rich heritage and unique qualities of Georgian wines, aiming to further solidify their position in a competitive wine landscape.

The Campaign Overview

The 2025 campaign, titled "Georgia, Naturally," is designed to highlight the originality of Georgian culture, cuisine, and winemaking techniques. The campaign encompasses various marketing strategies targeted at U.S. consumers, trade partners, and influential media figures. By providing unique experiences and educational content, the initiative aims to win over wine enthusiasts across the country.

Key Goals

Tamta Kvelaidze, Head of Marketing PR at the National Wine Agency of Georgia, emphasized the importance of building on the momentum created in 2024, where Georgian wine exports to the U.S. saw a remarkable growth of 27% in volume and 32% in value. The objective this year is to interact with a broader audience, increasing the visibility and understanding of Georgia's diverse wine offerings.

Press Relations

The campaign will deploy a strategic media relations program focusing on immersive experiences for journalists. This includes hosting tasting dinners at authentic Georgian restaurants in the New York area, designed to deepen members of the press's understanding of the food pairing versatility of Georgian wines. The initiative will also extend to a national sampling campaign aimed at familiarizing a larger audience with these wines.

Educational Initiatives

Part of the press relations strategy involves educational activities aimed at market influencers. By providing key opinion leaders with comprehensive knowledge about Georgia’s winemaking traditions and innovations, Wines of Georgia hopes to enhance the perception and desirability of Georgian wines amongst both media and consumers.

Trade Relations

Wines of Georgia will further engage in three significant trade trips throughout 2025 to familiarize influential figures in the wine industry with the rich history of Georgian wines. Attendees will be introduced to the variety of unique terroirs and innovations within the country's wine sector.

Events at TEXSOM

From August 24-26, Wines of Georgia is set to become one of the largest regional sponsors at the TEXSOM conference, a cornerstone event in the wine industry. The organization will be serving wines during the grand tasting sessions, showcasing an extensive array of styles and varietals. Their presence at this event follows the successful participation in the TEXSOM Awards where they secured multiple accolades for Georgian wines.

Grand Tasting and Masterclass

Another highlight of the campaign includes the third annual Grand Tasting and Masterclass event, which will take place in Los Angeles on September 23. This event aims to broaden the outreach to both media and trade professionals in Southern California. It will include an extensive showcase of wines from over 150 producers, along with opportunities for interaction and tasting, helping to connect attendees with the rich offerings of Georgian viticulture.

Consumer Engagement

To broaden the scope of awareness and education regarding Georgian wines among U.S. consumers, Wines of Georgia plans to participate in various high-profile wine and food events nationwide. This includes hosting tasting tables and seminars, where attendees will have the chance to interact directly with Georgian wines and learn about their unique characteristics.

Notable Events Across the Country

For example, Wines of Georgia will engage attendees at The Smithsonian Associates Digital Wine Education Series and also have a presence at the prestigious James Beard Foundation ceremonies in Chicago. Furthermore, they will showcase Georgian wines at the Food & Wine Classic in Aspen, reaching out to an audience of over 5,000 wine enthusiasts.

Additionally, partnerships with events like the Orange Glou Fair will emphasize Georgia's pioneering amber wines, while participation in the Austin Food & Wine Festival will further expand their reach.

Conclusion

As Wines of Georgia embarks on this ambitious campaign, the focus remains clear: to captivate the hearts and palates of U.S. wine lovers by showcasing the authenticity and quality of Georgian wines. By engaging with a diverse array of audiences through innovative strategies and immersive experiences, the organization is well-positioned to elevate the profile of Georgian wines in the American market. For those interested in exploring this rich world of wine, updates and events can be followed via the Wines of Georgia's official website and social media channels.

Learn More

For more information on upcoming events and educational opportunities from Wines of Georgia, please visit Wines of Georgia and follow them on Instagram, X, and Facebook.