TBILISI, MARCH 7 2017 (The Conway Bulletin) — Official data from Georgia showed that its wine producers exported 8.8m bottles of wine in January and February, nearly double the volume during the same period in 2016.
Wine is one of Georgia’s most important exports and the National Wine Agency said that the value of exports in January and February hit $20.5m. This puts Georgia on course for a record year and highlights the success of its export strategy. So successful has the marketing strategy become that rival winemaker Azerbaijan has pledged to mimic it.
Georgia’s wine industry has concentrated its efforts on breaking into new markets where drinkers are acquiring a taste for wine. Top of this list is China. Georgia sold nearly 832,000 bottles of wine to China in Jan. – Feb. and expects the Chinese market to become the second biggest, after Russia, by the end of the year, overtaking Ukraine.
The head of marketing at the Wine Agency, Irakli Cholobargia, said: “China as a market is one of the keys to drive volumes and serve as one of the alternatives to the Russian market on which we would like to be less dependent as far as unstable political relations are concerned.”
The boost in wine exports to China also vindicates advocates of a free-trade deal signed with China in Sept. 2016. Since then Georgian wine companies have signed a series of deals with Chinese companies, including a deal by Badagoni in Nov. 2016 to export 5m bottles of wine.
In 2016, Georgia’s overall exports rose by 38% to 50m bottles. Russia made up 27.2m of this total, Ukraine 8.8m and China 8.3m.
ENDS
Copyright ©The Conway Bulletin — all rights reserved
(News report from Issue No. 320, published on March 13 2017)