Transcript Export Marketing for Georgian wines Actions to be

RECOMMENDATIONS ON
EXPORT MARKETING
FOR GEORGIAN WINES
Tbilisi – November 27, 2007
Export Marketing for Georgian
wines
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Pre-requisite : having a clear vision on where Georgian could
stand on the World Arena
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Winesdu
mademasque
with local varieties and with
local wine making techniques.
15-20%
• Deuxième niveau
Georgia
• Troisième niveau
Wines made using modern technologies,
with local autochthonous grape varieties.
20-30%
• Quatrième niveau
• Cinquième niveau
Wines made using modern wine
making technologies, internationally
spread and well known grape
varietals
40-50%
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Export Marketing for Georgian
wines
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Three main components for the export
strategy
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Export only reliable quality wines (Wine
du masque
Tasting commission approval)
• Deuxième niveau
Dedicate niveau
efforts in consistency of Quality
• Troisième
(encourage investment in grape and wine making)
• Quatrième niveau
Demonstrate
that Georgian wines have something
• Cinquième
niveau
Unique to offer :
history (“craddle of wine”),
unicity of grapes (“Saperavi, Matsvane, Rkatsiteli, etc…),
appellations
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Export Marketing for Georgian
wines
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Actions to be untaken
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Recommendation 1: Increase visibility of Georgian wines
du masque
through the HORECA channel and through fairs and
competitionniveau
• Deuxième
work with local and international journalists,
• Troisième
niveau
organize
wine tasting around the world with
restaurateurs, wine writers, wine critics and local key
persons,
• Quatrième
niveau
Encourage participation to international competitions
• Cinquième niveau
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Export Marketing for Georgian
wines
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Recommendation 2: Create an internet web site for
du masque
Georgian wines
• Deuxième niveau
For Georgia to increase its visibility, having a web site
• Troisième
niveau
presenting
its wine sector should be a priority.
• Quatrième niveau
• Cinquième niveau
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Georgia, wine on Google:
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du masque
• Deuxième niveau
• Troisième niveau
• Quatrième niveau
• Cinquième niveau
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Export Marketing for Georgian
wines
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Actions to be untaken
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Recommendation 3: Provide services for Market
du masque
information and dissemination
A National
Wine Markets Information Center should be
• Deuxième
niveau
created in order to be the central provider of information on
foreign
wine markets
• Troisième
niveau
Marketniveau
information dissemination should be conducted by a
• Quatrième
state related agency using its the government international
network (through Embassies for example) to collect the
• Cinquième
niveau
necessary information.
To prevent discrimination on information dissemination, this
Center should offer basic information at no or limited
cost to any company involved in the wine business
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Export Marketing for Georgian
wines
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Actions to be untaken
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Recommendation 4 : Assist in creating strong messages
du masque
that could federate the whole industry and serve as
slogans during
international exhibitions and events
• Deuxième
niveau
For Georgian table wines, a unique message should be
• Troisième
niveau
created
to serve as a national flag for the whole Georgian
wine industry = NATIONAL message
• Quatrième niveau
Each appellation should differentiate themselves through a
• Cinquième
niveau
declination
of this national message = REGIONAL
message
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Export Marketing for Georgian
wines
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Recommendation 5: Assist in increasing visibility and
du masque
image of the 18 Georgian wine appellations.
• Deuxième niveau
Georgian appellations are totally unknown in non CIS
• Troisième
niveau
countries
and most buyers would be unable to locate
these appellations on a map of Georgia and even more,
• Quatrième
niveau
describe
their specificities. Communication on these 18
appellations should then be encouraged.
• Cinquième niveau
Brochures and any marketing documents should be
made available for foreign buyers to become more
acquainted with the uniqueness and diversity of the
Georgian wine and viticultural sector.
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Export Marketing for Georgian
wines
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Actions to be untaken
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Recommendation 6: Make funding available to assist
du masque
wineries in attending international exhibitions.
• Deuxième niveau
Cost of space and global communication should be
• Troisième
niveau
financed
(partially or entirely) from government funding
• Quatrième
niveau
To attend
the London Wine Trade Fair, ProWein
(Germany) and the Fancy Food Show (US), a estimated
• Cinquième
budgetniveau
of 180.000€ is needed for a 100sqm stand.
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Export Marketing for Georgian
wines
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Recommendation 7: Provide financial assistance in
du masque
sending samples to international wine competition.
• Deuxième niveau
Recommendation 8 : Make sure that minimum quality
• Troisième
niveau
requirements
are met by Georgian exporters.
includeniveau
in tasting every wine produced and exported from
• Quatrième
Georgia.
• Cinquième niveau
Recommendation 9 : To Fight against counterfeited
wines originating from Georgia or made outside of
Georgia
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Export Marketing for Georgian
wines
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Actions to be untaken
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Recommendation 10: Creation of a National Wine
du masque
Marketing Agency.
• Deuxième niveau
• Troisième niveau
• Quatrième niveau National
• Cinquième niveau Marketing
MoA
SAMTREST
Define marketing strategy
Union of Wine Producers
Provide Market Information
Sommelier Association
Provide Export Assistance
Union of Kinsmarauli Producers
Exhibition assistance
Union of Tsinandali Producers
Union of Khvanchkara Producers
Ministry of Economic Development
Agency
Promotion of Georgian
wines
…
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