RECOMMENDATIONS ON EXPORT MARKETING FOR GEORGIAN WINES Tbilisi – November 27, 2007 Export Marketing for Georgian wines Cliquez et modifiez le titre Pre-requisite : having a clear vision on where Georgian could stand on the World Arena • Cliquez pour modifier les styles du texte 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% 2 Export Marketing for Georgian wines Cliquez et modifiez le titre Three main components for the export strategy • Cliquez pour modifier les styles du texte 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 3 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 4 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 5 Georgia, wine on Google: Cliquez et modifiez le titre • Cliquez pour modifier les styles du texte du masque • Deuxième niveau • Troisième niveau • Quatrième niveau • Cinquième niveau 6 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 7 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 8 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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. 9 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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. 10 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 11 Export Marketing for Georgian wines Cliquez et modifiez le titre Actions to be untaken • Cliquez pour modifier les styles du texte 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 … 12