QUALITY AND COMPETITIVENESS OF GEORGIAN WINE (ABSTRACT)

Eteri Sarjveladze, Niko Tevdorashvili

Production and realization of competitive wine on the foreign market is a quite difficult objective as there is a strong competition in the world wine market brought about by large quantities of different alcoholic drinks, their prices and quality.

Besides, there are a lot of companies from the world known wine-growing regions that have authoritative brands. Therefore, there is strong competition among the companies, too.
It is very important for Georgian economy that the country has a region where grapes is grown to produce wine of no less and even of better quality than that of many world known countries.
To increase competitiveness of wine production, it is necessary to look to the constant improvement of quality. Increase of wine quality also stands for the reserve in the increase of production efficiency, as there are close ties between the production quality, consumer demand satisfaction and company’s profit level. The better is the quality the more it meets consumers’ demands, and therefore, the higher is its consumer cost; so problems with the realization of such production are ruled out. As a rule, the realization of quality improvement program involves increase of profits. At the same time, it has great social significance as quality of wine affects people’s health and work capacity. We think that given the country’s potential it is necessary to contribute to the competitiveness of Georgian wine production on the world market. Therefore, it is necessary to raise the issue of improving the quality of wine production and assortment and restoring old traditions. This requires recovery of unique sorts of grape peculiar to our region that are used for the production of high-quality sorts of wine.