Georgia has the oldest unbroken wine making tradition in the world. Their national identity is deeply associated with great wine, hospitality, and gastronomy. Despite this rich heritage, Georgian wine was not known in the UK, and had limited distribution.
Swirl Wine Group was chosen by the National Wine Agency of Georgia to devise and run their first integrated UK campaign in 2017.We worked with the agency to develop and deliver a cohesive campaign to raise the prestige, profile and awareness of Georgian wines in the UK market, and to increase their availability and distribution.
We also worked with contacts in tourism, culture and gastronomy to broaden our reach, and liaised with our counterparts in China, the USA and Poland to ensure consistency and maximise their budget.
We continue to work with the National Wine Agency of Georgia on Georgian Wine UK in 2018.
Position Georgian Wines with an engaging identity and consistent message
Raise awareness of, and demand for Georgian wine as a fine wine terroir
Support producers in building strategic distribution and profitable sales
Create compelling content for all channels
Achieve expanded and rich coverage of Georgian wine in trade and consumer media
WHAT WE DID
Advised on an innovation strategy for Georgian wines
Delivered a training program for Georgian winemakers to empower them to succeed in the UK market. The program was delivered by Sarah Abbott MW and Robert Joseph, and included a guide to market channels, distribution chain and pricing, profiles of the most important buyers and influencers, and 1 to 1 consultancy on wine style and packaging
Held a series of trade and press tastings that were well attended by important buyers and journalists
Supported Georgian wine producers at further consumer and trade fairs in London and Bordeaux, namely REAL Wine Fair, London Wine Fair and Expo Georgie at Cité du Vin
Developed content for all channels, and established key messages
Created and hosted a UK optimized website, with regular high quality content
Created a strategic image library
Provided a Trade & Press Office for responding to queries and sending out samples and wine information
Developed social media strategy and content, and ran the accounts
Took a group of journalists to Georgia on a thoughtfully compiled itinerary
Liaised regularly with all stakeholders to maximise the press and sales opportunities for Georgian wine importers
WHAT WE ACHIEVED
COVERAGE Achieved extensive national coverage in trade and consumer press in all the major titles including; the Evening Standard, The Buyer, Decanter, Drinks Business, Meiningers Wine Business International and National BBC Radio
PRESTIGIOUS LISTINGS Listings in 12 Michelin starred & fine dining restaurants
DISTRIBUTION Increased distribution in prestige on-trade and independents
PROFILE RAISING Raised profile of Georgian wine through dedicated Georgianwine.uk website and @Georgianwineuk social accounts
GLOBAL COMMUNICATIONS PACK The copy written by us was adopted by the Prime Minister’s office as the basis for global communications about Georgian wine
NEW IMPORTERS 6 new importers are now working with Georgian wine
BRAND PRESENCE The UK market now has an increased diversity of Georgian wine styles available, includingAmber, Dry Red, Aromatic White, and Sweet Red
SOCIAL MEDIA ENGAGEMENT Increase on all Social Media channels, Facebook content is being read and shared across markets. UK, France, Georgia, Japan and the US
“In 2017, we launched a full-scale marketing program to build the Georgian Wine brand on the UK market. The program is led by Sarah and her company on the ground. I must say that she has prepared a very thought-through and comprehensive campaign which already started to bear fruit in this very short term. The UK is a very sophisticated wine market and her expertise is already having impact on Georgian wine producers. Besides all of the above, she is a fantastic personality…which was one of the features to make us decide to have her as the ambassador of Georgian Wines in the UK.”