WESTERN ASPIRATIONS IN GEORGIA’S WINEMAKING: STATUS AND PROSPECTS

Since its independence from the Soviet Union in 1991, Georgia has sought to revive its wine’s international reputation, diversify wine export destinations, and attract Western wine-loving tourists. Although much still needs to be done to decrease dependence on the Russian market and translate the aspirations into reality, Georgia has progressed in pivoting to the West. The country marketed as the Cradle of Wine has prioritized a Western orientation and holds the prospect of becoming a player in the global wine market. The recommendations provided in this paper are intended to solidify this prospect and break down barriers to entering Western wine and tourism markets. Effective pro-motion of Georgian wines, the cross-fertilization of wine production and wine and food tourism, and the development of domestic skills and international partnerships should go together with balancing various wine and tourist options. Export diversification should also involve complementing Georgian tradition with innovation, building on Western expertise and funding, and emphasizing premium-level wines, including natural wines.