The Geography of Georgian Wine Prices: Where Is It Cheapest and Where Is It Most Expensive?

The geographical structure of Georgian wine export prices clearly reveals the imbalance that exists between market segmentation and perceived value. A new study by the National Bank of Georgia, reviewing the alcoholic beverages sector, shows that Georgian wine has become a highly demanded product globally. However, differences in market structures significantly impact pricing.

Post-Soviet countries remain the primary export destinations for Georgian wine — accounting for up to 80% of total exports. Yet, it is precisely in these markets where the average price of wine is the lowest. Specifically, in Russia — the largest importer, responsible for 66% of last year’s exports — the average price per liter was only $2.7. This figure slightly exceeds the price in Poland, where Georgian wine is the cheapest globally at $2.5 per liter. A logical question arises — why is Georgian wine sold so cheaply in these markets, despite the quality remaining the same?

In contrast, the highest price in 2024 was recorded in the United States — $6 per liter, which is more than double Russia’s price. The U.S. is followed by Germany at $4.6 and Latvia at $3.7 per liter. These figures confirm that although Western markets are much smaller in volume compared to Russia, they are economically far more profitable for Georgia. They are experiencing growth in the premium segment, creating high-margin opportunities for local producers.

From a global perspective, the average export price for Georgian wine stands at $2.9 per liter, which is considered competitive relative to the country’s positioning. However, it is interesting to note that this figure still does not fully reflect Georgian wine’s potential. The numbers clearly show that Georgian wine has gained quality recognition in Western markets and has managed to increase prices — a result of the gradual international positioning of Georgian brands.

In this regard, 2024 proved to be a historic year: export volume reached 126 million bottles, and total export value equaled $276 million. These figures confirm that Georgian wine achieved record highs both in volume and value. However, a new challenge now arises — shifting toward greater geographic diversification and increasing the share of high-priced markets.

In conclusion, Georgia’s wine sector stands at a critical crossroads: on one hand, Russia and the post-Soviet space offer producers stability and quantitative growth; on the other hand, Europe, America, and East Asia represent high-value markets, where not only prices but also brand perception differ. The future depends on how well the sector can balance these two poles and simultaneously meet the goals of growing both volume and value. In this process, a coordinated strategy between the government, the private sector, and regulators will play a decisive role.