Georgian wine exports to the U.S. achieved 29% year–over–year growth for the last six years, allowing Georgian wine exports to the U.S. to reach more than 1 million bottles, achieving a campaign objective set by the Ministry of Agriculture one year ahead of schedule, according to Julie Peterson, founding partner of Marq Wine Group.
In addition to surpassing the initial volume goal, the recent growth was characterized by significant value growth over the same period as the demand for Georgian wine continued
to climb. The U.S. now consistently achieves one of the highest average ex cellar prices for Georgian wine worldwide.
“The key to developing sustained export growth to the U.S. market — for Georgia and other
regions — is to 1) position the category so the wines overdeliver for the price, 2) create an integrated strategy and execute it consistently over a period time, and 3) systematically cultivate relationships and educate along the supply chain. When you build consistent presence, you build significance,” she said. “We created a system for Georgia that synchronized the supply chain from the producer through to the restaurant or retailer in order to build momentum. Our methodology is proven and is reflected in the success of Georgia, the Provence region, etc.”
Marq Wine Group works with strategic partners Deussen Global PR and Taylor Parsons of Whole Cluster. Christine Deussen, president of Deussen Global Communications, comments: “One million bottles is a huge deal in Georgia. We saw the effects of the economic development generated by access to this market every time we visited, which was and is deeply satisfying and heartwarming for us.” Adds Parson:
“The continued volume growth we have seen in Georgian imports is fantastic, but the real story is the nature of that growth, which is built on a foundation of real education and sustained exposure in critical areas of the market. This is the type of real engagement that will continue to pay dividends in the years to come.”