How do you measure success in a strategic communications campaign? One way, of course, might be impressions. Another way is increased sales, and by that measure, Wines of Georgia's 2023 campaign has hit the ball out of the ballpark.
“Georgian wine has seen significant growth in the United States, with a 29% year-over-year increase in exports from 2016 to 2022,” says Tamta Kvelaidze, Head of Marketing & PR at the Georgian National Wine Agency. “We are thrilled about the success of the 2023 integrated communications program in further strengthening our relationships in an important market. It is exciting to witness influential trade and press in the US, as well as consumers, embrace our country’s unique, high-quality wines that reflect a rich history, as well as modern innovation.”
The 2023 Wines of Georgia campaign kicked off at Vinexpo America in New York on March 8-9, where 26 Georgian wine companies promoted their products with the support of the National Wine Agency. The event saw record attendance, with a 28% year-over-year increase in attendees, to the benefit of the participating Georgian wine producers.
Also in March, Wines of Georgia launched the Georgian Wine Certification program, in partnership with the Napa Valley Wine Academy, the first of its kind in the U.S., available to media, wine trade and wine-loving consumers. Endorsed by the National Wine Agency, the three-hour course features seven learning modules on Georgia and its wines, along with a final quiz that gives users access, once passed, to a Georgian wine certificate.