The FINANCIAL — Georgian white wine, which always used to be the more popular in Georgia, has recently been relegated to second place as red wine has become more in demand.
The representatives of Georgian wine producers say they are seeing increased demand for red wine on the local market.
Georgians are famous for having the oldest tradition of wine making as well as drinking. However, the tendencies often change in regards to the demand for different types of wine.
“Each year we have been seeing increased demand for red wine which is quite a promising thing. Moreover, the culture of wine consumption has changed slightly, nowadays you see more people discussing and taking interest in specific types and tastes of wine in Georgia,” declared Giorgi Salakaia, General Director of Badagoni.
“Currently red wine is the leader in terms of our sales. Whereas previously red wine was only for exporting now we supply the local market as well,” declared Temo Gegeshidze, Marketing Manager of Chateau Mukhrani.
At Tbilvino the biggest sales in 2010 were comprised of Saperavi, with total realization of 22,000 bottles in Georgia, according to Levan Rukhaia, Sales Manager at Tbilvino. He also spoke about the health benefits of red wine.
“One glass of red wine every day is good for the health, however drinking in excess can cause headaches and expands one’s veins,” he believes.
Tbilvino’s total realization was 2,200,000 bottles in 2010. Out of the company’s total production 94% goes abroad while the remaining 6% is supplied to the local market.
According to the representatives of wine producer companies the demand for wine is different in traditional countries including post soviet countries to western European countries.
According to Rukhaia, in post Soviet countries sweeter types of wine are popular such as Kindzmarauli and Khvanchkara, while Europeans prefer more dry wines such as Tsinandali, Saperavi and Rkatsiteli.
As Ana Beriashvili, CEO of GWS, exporting 100% of production to foreign countries, says, the demand for different types of wine is governed by consumer culture and habit.
“In Europe there is more demand for dry wines and the majority have not even tasted sweet or semi-sweet wine,” Beriashvili added.
Out of GWS wines, the biggest demand from Europe is for Saperavi, while in post Soviet Union countries Khvanchkara and Kindzmarauli have the highest sales.
In 2010 Badagoni sales reached 1,000,000 bottles of wine. The company’s most sold wine in Georgia is Saperavi while abroad it is Kakhetian Noble. Moreover the company is mainly oriented on exports and 85% of its production is sold abroad.
“In Europe the highest sale is of Kakhetian Noble, white as well as red. Kakhetian Noble is the typical face of Georgian wine, correctly done, considering all European standards, with the wine being so unique Saperavi has found its own place. Saperavi is the most popular wine in Georgia,” Salakaia added.
Chateau Mukhrani currently exports to five countries. As Gegeshidze declared, the company plans to increase its export figures to 70%.
“Europe is a significantly more difficult market to enter as more communication and public awareness of Georgian wine is required. While in traditional market countries the brands are already quite popular and well sold,” Gegeshidze added.
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