Sarah Abbott MW and Swirl & Market are thrilled to be working with the National Wine Agency of Georgia for a third year to execute an expanded promotional campaign for the UK.
The global influence of the UK as a strategically important market was verified by 30% growth in 2018. Consequently, the National Wine Agency committed to heavily investing in supporting their swelling ranks of UK importers. There are a growing number of both specialist and general importers serving a growing consumer appetite for both classic and qvevri Georgian wines. As Sarah says:
“2018 was the first year in which Georgia’s National Wine Agency ran an integrated campaign to promote their wines in the UK, and they, and we, were delighted with the results and response. Sales increased by 30%, and broke the 100,000 bottle barrier for the first time. Of course, the UK is still a relatively small market for Georgia, but it is vital for this emerging wine country in terms of visibility, prestige and confidence.”
The 2019 program kicked off with a new-look national pavilion at the London Wine Fair.
15 of the best Georgian wine producers took part, featuring their wines in specially designed ‘pods’. A masterclass area generated a sense of theater which drew crowds to the stand. The six different masterclasses were all hosted by Sarah herself. They proved a popular draw, with most oversubscribed.
For a detailed breakdown of the event activity, including social media and press coverage, you can see the full report here.