Trends and Prospects for the Development of Georgian Wine Market
The article presents the trends in Georgian wine
market development and evaluates the competitive advantages of
Georgia to enter the wine market based on its customs, traditions and
historical practices combined with modern technologies.
In order to analyze the supply of wine, dynamics of vineyard land
area and grape varieties are discussed, trends in wine production are
presented, trends in export and import are evaluated, local wine
market, its micro and macro environments are studied and analyzed
based on the interviews with experts and analysis of initial recording
For strengthening its position on the international market, the level
of competitiveness of Georgian wine is defined, which is evaluated
by “ex-ante” and “ex-post” methods, as well as by four basic and two
additional factors of the Porter’s diamond method; potential
advantages and disadvantages of Georgian wine are revealed.
Conclusions are made by identifying the factors that hinder the
development of Georgian wine market. Based on the conclusions,
relevant recommendations are developed.
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