RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES Tbilisi – November 27, 2007.
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Transcript of RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES Tbilisi – November 27, 2007.
RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES
Tbilisi – November 27, 2007
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Export Marketing for Georgian wines
Pre-requisite : having a clear vision on where Georgian could stand on the World Arena
Wines made using modern wine making technologies, internationally
spread and well known grape varietals
40-50%
Wines made using modern technologies, with local autochthonous grape varieties. 20-30%
Wines made with local varieties and with local wine making techniques. 15-20%
Georgia
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Export Marketing for Georgian wines
Three main components for the export strategy
Export only reliable quality wines (Wine Tasting commission approval)
Demonstrate that Georgian wines have something Unique to offer :
history (“craddle of wine”),unicity of grapes (“Saperavi, Matsvane, Rkatsiteli, etc…),appellations
Dedicate efforts in consistency of Quality (encourage investment in grape and wine making)
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 1: Increase visibility of Georgian wines through the HORECA channel and through fairs and competition
work with local and international journalists,organize wine tasting around the world with restaurateurs, wine writers, wine critics and local key persons,Encourage participation to international competitions
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 2: Create an internet web site for Georgian wines
For Georgia to increase its visibility, having a web site presenting its wine sector should be a priority.
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Georgia, wine on Google:
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 3: Provide services for Market information and dissemination
A National Wine Markets Information Center should be created in order to be the central provider of information on foreign wine markets
Market information dissemination should be conducted by a state related agency using its the government international network (through Embassies for example) to collect the 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
Actions to be untaken
Recommendation 4 : Assist in creating strong messages that could federate the whole industry and serve as slogans during international exhibitions and events
For Georgian table wines, a unique message should be created to serve as a national flag for the whole Georgian wine industry = NATIONAL message
Each appellation should differentiate themselves through a declination of this national message = REGIONAL message
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 5: Assist in increasing visibility and image of the 18 Georgian wine appellations.
Georgian appellations are totally unknown in non CIS countries and most buyers would be unable to locate these appellations on a map of Georgia and even more, describe their specificities. Communication on these 18 appellations should then be encouraged.
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
Actions to be untaken
Recommendation 6: Make funding available to assist wineries in attending international exhibitions.
Cost of space and global communication should be financed (partially or entirely) from government funding
To attend the London Wine Trade Fair, ProWein (Germany) and the Fancy Food Show (US), a estimated budget of 180.000€ is needed for a 100sqm stand.
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 7: Provide financial assistance in sending samples to international wine competition.
Recommendation 8 : Make sure that minimum quality requirements are met by Georgian exporters.
include in tasting every wine produced and exported from Georgia.
Recommendation 9 : To Fight against counterfeited wines originating from Georgia or made outside of Georgia
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Export Marketing for Georgian wines
Actions to be untaken
Recommendation 10: Creation of a National Wine Marketing Agency.
SAMTREST
Union of Wine Producers
Sommelier Association
Union of Kinsmarauli Producers
Union of Tsinandali Producers
Union of Khvanchkara Producers
Ministry of Economic Development
MoA
National
Marketing
Agency
Define marketing strategy
Provide Market Information
Provide Export Assistance
Exhibition assistance
Promotion of Georgian wines…