კონფერენცია

∘ Tamar Lazariashvili ∘
WINE MARKET DEVELOPMENT OPPORTUNITIES IN GEORGIA

Summary

The paper discusses wine market development indicators, analyzes producing opportunities of wine in Georgia, studies competitive advantage in this sector, evaluates the role of government in development of this sector.

The research underlines factors, which have an influence on wine demand and concludes that for Georgia wine is the part of traditions and historical identity. Economic development of Georgian regions, especially Kakheti, depends on the production and export of wine. Production of high quality wine is efficient for medium and large scale production.

The paper discusses international markets of wine. There are recommended different activities to promote the positioning of Georgian wine on the international markets, for instance, promoting business development, providing stable macroeconomic environment, controlling activities for quality and safety, protecting the name of Georgian wine, implementing economic policy to attract investors, monitoring business, identifying existed technology and vineyard – registration, planning, etc.

The paper discusses traditional and new markets of Georgian wine. For expansion it is important: to popularize different species of wine; to introduce Georgia as an heir of wine culture, history and traditions between international consumers; to increase the promotion of wine culture on the domestic market; to popularize the unique and traditional methodology of winemaking. There should be implemented additional activities to maintain and expand sustainability of wine market diversification on strategic markets (for example, USA, China, United Kingdom, Poland); Diversification opportunities of wine market should be developed in new markets (Baltic countries, Japan).

To become competitive on international market depends on the competitive environment of domestic market. Firms have to produce world class wine, especially, when they try to increase export. It is important to care about the brand. Modern technologies and high qualified labor force also are very important.

There are offered several conclusions and recommendations regarding the development opportunities of traditional and perspective markets of Georgian wine.

Ivane Javakhishvili Tbilisi State University Paata Gugushvili Institute of Economics International Scientific C O N F E R E N C E S "ECONOMY – XXI CENTURY"

E ISSN 2587 - 4691	∘ Tamar Lazariashvili ∘ WINE MARKET DEVELOPMENT OPPORTUNITIES IN GEORGIA Summary The paper discusses wine market development indicators, analyzes producing opportunities of wine in Georgia, studies competitive advantage in this sector, evaluates the role of government in development of this sector. The research underlines factors, which have an influence on wine demand and concludes that for Georgia wine is the part of traditions and historical identity. Economic development of Georgian regions, especially Kakheti, depends on the production and export of wine. Production of high quality wine is efficient for medium and large scale production. The paper discusses international markets of wine. There are recommended different activities to promote the positioning of Georgian wine on the international markets, for instance, promoting business development, providing stable macroeconomic environment, controlling activities for quality and safety, protecting the name of Georgian wine, implementing economic policy to attract investors, monitoring business, identifying existed technology and vineyard – registration, planning, etc. The paper discusses traditional and new markets of Georgian wine. For expansion it is important: to popularize different species of wine; to introduce Georgia as an heir of wine culture, history and traditions between international consumers; to increase the promotion of wine culture on the domestic market; to popularize the unique and traditional methodology of winemaking. There should be implemented additional activities to maintain and expand sustainability of wine market diversification on strategic markets (for example, USA, China, United Kingdom, Poland); Diversification opportunities of wine market should be developed in new markets (Baltic countries, Japan). To become competitive on international market depends on the competitive environment of domestic market. Firms have to produce world class wine, especially, when they try to increase export. It is important to care about the brand. Modern technologies and high qualified labor force also are very important. There are offered several conclusions and recommendations regarding the development opportunities of traditional and perspective markets of Georgian wine.