The world about georgian wine

FROM THE REDACTION

The issue of increasing of the Georgian wine’s export and searching for new markets is relevant again.

Till it becomes possible for the Georgian wine to take root on the western market, it is necessary that our wine-makers should work on raising of the product’s quality and elaboration of a new marketing strategy.
For this purpose, on 30 November at “Sheraton Metekhi Palace” hotel the Georgian Chamber of Commerce and Industry and the National Museum of Georgia arranged a conference on the following subject: “The possibilities and prospects of the Georgian wine export”.
The issues that are important for increasing of the Georgian wine’s export and diversification of the export market were considered at the conference.
Well-known experts from France, Holland and Germany took part in the conference.
The President of the Georgian Chamber of Commerce and Industry – Mr. Jemal Inaishvili thanked the guests and expressed his hope that this conference will make a contribution to increasing of the Georgian wine’s export.
The aide of the Director General of the International Wine Organization – Mr. Ian Iuban made a review of the world wine market and pointed out that, according to the forecast, by 2010 the area of vineyards in the world will make up 8 million hectares, while Europe will be the leading wine producer. In 2005 67.1% of wine production fell on Europe, 19% – on the US. Europe also has the leading position from the viewpoint of wine consumption. In 2005 Europeans drank 67.4% of wine consumed in the world. The reporter pointed out that, according to the statistical data, in Georgia one person annually consumes about 6 liters of wine (the Georgians would categorically disagree with the reporter on this issue).
A representative of “Geodevi” company Mr. Teo Jansen from the Netherlands explained how the Georgian wine can become popular by the example of South African company “Golden Kaan”. He said that South Africans depicted the African continent on the label, which became one of conditions for success. That is why Georgians should also pay more attention to marketing, products’ design and creation of their own brands. Georgian wine-makers should also consider peculiarities and types of consumers, since different types of consumers are attracted by different types of products. Thanks to this strategy, “Golden Kaan” many times obtained various awards and prizes.
Speaking about the world drinks’ logistics, a representative of JF Hillebrand company Charles Catin made an extensive review of wine companies’ concepts and pointed out that it is necessary to have information on each potential client. He said that his firm has a four-year experience of work with Asia, while China and India are questionable from the viewpoint of wine-making. Charles Catin pointed out that JF Hillebrand company has a partner in Georgia in the person of “Katoni”, cooperation with which started 3 years ago.
The report of a specialist in sensory analysis of wine – Mr. Otto Kurle, who was speaking about the quality of the Georgian wine, was interesting, but, unfortunately, he did not say anything consolatory. He appraised the Georgian wine’s quality as rather low and indicated the superfluity of chemical agents in it. Mr. Otto Kurle said that he would gladly process Saperavi grapes and see the highest quality of wine made out of it. He also said that Georgian wine makers should work more assiduously on raising of the Georgian wine’s quality so that it should reach the quality and taste that would be to Europeans’ liking. Only this way it is possible for the Georgian wine to enter the European market, which will have a positive effect on the Georgian economy and bring world recognition to the Georgian wine.