Tbilisi (GBC) – In 2025, the Georgian government spent GEL 17.4 million on the State Program for the Promotion of Georgian Wine in export markets, the National Wine Agency reports. The program aims to boost Georgia’s wine export potential and diversify international markets.

With the agency’s financial and organizational support, Georgian wine was showcased in 21 countries through 58 exhibitions and festivals and 322 tasting seminars. Key countries included the USA, Spain, France, Italy, Germany, China, Japan, the UK, South Korea, Norway, Poland, Austria, Belgium, the Netherlands, Finland, Brazil, Armenia, Canada, and Uzbekistan.

Additionally, 18 wine tours were organized in Georgia for international professionals, including masters of wine, sommeliers, importers, HORECA representatives, and media representatives, from countries such as Germany, Japan, China, Poland, the UK, Sweden, Finland, and the USA. These tours aimed to increase awareness of Georgian wine and expand export partnerships.

Domestically, the program supported 32 events, including 30 exhibitions/festivals and 2 competitions, promoting Georgian wine culture, tourism potential, and consumer awareness.

Under the marketing co-financing program, 9 wine companies received a total of GEL 692,969 in support to participate in international events and present Georgian wine abroad. Only companies exporting to priority markets outside the CIS and SUAM countries were eligible. The program helped participating companies increase export volumes across America, Europe, and Asia.