Georgia is a country bordering the Caucasus Mountains and the Black Sea, boasting a long history and cultural heritage. It is particularly well known as the birthplace of the world's oldest wine. The pride of Georgians, who have an 8,000-year wine history, is immense. The traditional "qvevri" wine is made by placing grape skins and stems into a qvevri, a large earthenware vessel, and naturally fermenting and aging it underground. The method was inscribed on the UNESCO Intangible Cultural Heritage list in 2013. Georgians regard wine not as a mere local product but as a core element of their national identity and cultural heritage.
The Georgian government has designated May 8 each year as "National Wine Day" and promotes its wine tradition as a national brand. It is also actively engaged in "wine diplomacy," using wine as a medium for various forms of public diplomacy. The government established the National Wine Agency to promote the wine industry and exports. According to Levan Mekhuzla, head of the National Wine Agency, whom I met, the agency is the only state institution that independently oversees a single product.
There are some 3,000 wineries across Georgia, but only about 500 are estimated to have a commercial foundation. Of these, around 300 companies actually participate in exports. The main export destinations are Eastern European countries such as Russia (65% of total exports). To diversify its export markets, Georgia has designated the United States, the United Kingdom, Germany, Poland, China, Japan and South Korea as strategic markets, and is working to develop distribution networks through local marketing firms. In Japan, it is pursuing a strategy of selling through high-end restaurants, while the Korean market is still in its early stages, with Georgian wine being promoted through liquor and wine fairs.
I introduced Korean soju and traditional liquor to the head of Georgia's National Wine Agency. I shared my view that if importing Georgian wine and exporting Korean liquor to Georgia proceeded in parallel, it would carry great significance for promoting exchange between the two countries, and I inquired about ways to enter the market. This is because the Korean government has been pursuing the "K-Initiative Strategy," which uses the "Korea" brand to spread Korean culture and economic partnerships across the world. K-liquor is also expected to contribute to spreading Korean culture and economy as part of the K-Initiative. In this regard, the head of Georgia's Wine Agency said, "At the market entry stage, targeting large supermarket distribution carries a high risk of failure," and added, "I believe that building recognition through exhibitions such as the Georgia Wine Expo and then selling through specialized liquor stores would be an easier way to enter the market."
The Georgia Wine Expo is an annual wine and spirits exhibition held each June, with some 100 liquor companies and around 4,000 people from around the world participating. As an event for product promotion and partnership building, it is regarded as a good opportunity to widely introduce Korean liquor to global import and export companies. In addition, the head of Georgia's Wine Agency explained that promoting Korean liquor by matching it with Korean food that pairs well with soju and traditional liquor could be more advantageous for entering new markets than promoting the liquor alone.
Although Korea and Georgia are far apart, they are similar in that each boasts a long history and culture, and in particular, their unique traditional cultures are still loved today. In November 2024, the two countries agreed to pursue the conclusion of a Comprehensive Economic Partnership Agreement (CEPA). Going forward, once the CEPA is signed and takes effect, the elimination of tariffs on liquor is expected to bring the two countries even closer through alcoholic beverages rich in culture and tradition.
