1. Investor.ge
Ancient Kvevri Wine could bolster Wine
Tourism and Exports
The ancient – and dying – NINO PATSURIA 8000-year Vintage
A
technique of making wine in growing trend for wine The ancient technique of
clay vessels could be Georgia’s aficionados to travel abroad fermenting wine in enormous hand
key to bolstering wine tourism to experience new vintages crafted clay vessels led the Travel
and wine exports, industry
with unique flavors, in exotic locations Channel’s Isabelle Legeron – host
specialists believe. Now the
country has to work on getting could also provide a powerful boost for and creator of the ‘That Crazy
the word out. Georgian wineries and traditions. Frenchwoman’ wine travel program –
In particular, Kvevri Georgian to film a show about the process.
wine made using the ancient method Legeron is fascinated by the Kvevri
could help catapult wine tourism – and its story – a history and tradition,
and eventually wine exports, sector she said, that makes Georgian wine
analysts believe. unique and attractive for wine lovers
16 AUG.-SEP 2011
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2. Investor.ge
around the globe. on an ancient methodology but are new growing regions” – a trend that has
“There is an extraordinary story to to the West.” made billions of dollars for the wine
tell [in Georgia]... It is not only a very The Georgian method of using industry across the globe, from the
beautiful country but it is has a unique Kvevri to make wine dates back eight United States to New Zealand.
wine-making tradition, the Kvevri,” thousand years, noted Tina Kezeli, The Wine Institute, a California-
she said in an email interview. executive director of the Georgian based organization dedicated to the
Kvevri is the Georgian name for Wine Association. state’s wine industry, reported that
large – some as big as 500 kilograms “Nobody has such an uninterrupted 20.7 million tourists visited vineyards
– handmade vessels that have been wine-making practice,” she said, “for and wineries in California last year,
used for thousands of years to ferment us wine is not a product made for spending $2.1 billion.
Georgian grapes into wine. profit; it is intertwined with culture New Zealand has experienced
The vessels are made with and religion… Foreign marketing a similar boom: the number of
Georgian clay, moulded into the form specialists tell me that they make international tourists traveling to
of a giant spinning top – a fat middle legends out of nothing while we have vineyards increased from 126.9
and two tapered ends. The jugs are plenty of ready-made legends and we thousand in 2003 to 177.7 thousand in
treated with a lime wash and buried have to use them.” 2008.
deep in the ground, where the grapes Working with EPI, the Georgian
ferment into wine. From Vine to Tourist Wine Association together with
The process is completely natural, Kezeli and other wine specialists Georgian wine producers and tourism
creating pure, organic wine. In her are hoping to capture a growing agencies has created a strategy to
show, Legeron noted that the clay gives interest among wine lovers: traveling duplicate that success in Georgia. In
the beverage a unique taste. in pursuit of new vintages and unique June a group traveled to wineries in
“A good wine is one with tastes. the United States to experience the
character,” she said during the A USAID Economic Prosperity industry first hand; they returned with
program. “I think the tradition is what Initiative (EPI) report on tourism an action plan to make wine tourism a
really makes the wine unique.” development noted that wine tourism reality at home. The trip was funded by
Some wineries in Georgia are is “expanding in most major wine the US Department of Commerce and
making Kvevri wine, although the
craft is on the decline since it is labor
intensive and produces less wine than
modern techniques.
But returning to Georgia’s wine
roots makes good business sense, noted
Giorgi Margvelashvili, general director
of Tbilvino Winery.
Tbilvino started producing and
exporting Kvevri wine this year.
“The Georgian wine industry
should try to present unique Georgian
wines on the international market and
minimize copying western wines,” he
said.
“We have a bigger chance to take a
niche through local wines; lately wine
buffs are seeking new, different wines
and tastes – and Georgia has the chance
to promote its wines which are based
AUG.-SEP 2011 17
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3. Investor.ge
Georgian National Tourism Agency to
create a database of Kvevri wineries
as well as universal standards for wine
producers who use the technique.
Kezeli said a Kvevri Symposium is
planned for September – an event that
will bring elite wine connoisseurs and
writers to Georgia. There are also plans
to support (and promote) Georgia’s
unique tradition of producing wine in
monasteries.
“Some famous wine experts
and writers discover absolutely
unbelievable things when they come
here,” she said, adding they are
“astounded” by the country’s rich wine
history and art.
“We have to make this Kvevri
Symposium an annual event to raise
awareness of our country and make it a
wine tourism destination.”
Legeron’s show has already made
an impact, noted Tabagari, who is also
the head of Caucasus Travel. She said
60 British wine experts are planning
to visit Georgia in September – a trip
planned after they watched the Travel
Channel show.
Legeron said Georgia has
“untapped potential” to develop
wine tourism at home, especially if
infrastructure to promote Kvevri wine
is developed.
“I know foreigners will be very
interested to discover this tradition. I
have had great feedback from people
who watched the show and their
In May the government hosted a wine tasting event in Tsinandali
response was unanimous. Everyone
who has seen the show wants to come
and visit Georgia,” she said.
USAID, and organized by AmCham educate foreigners (and Georgians) “Once people have been to Georgia,
Georgia. A wine tasting for Georgian about the country’s “hidden treasure” they will then seek to buy the wine in
wines in New York to showcase local of wine. their home countries. This opens up
vintages was sponsored by American Ia Tabagari, president of the markets for wine growers. Developing
Friends of Georgia and AmCham. Association of Georgian Incoming wine tourism is a sure way to build a
Topping the list is the need to Tour Operators, is working with the customer base outside of Georgia.”
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