The Chinese Challenge to Georgian Wine

For years, China has been one of the main export markets for Georgian wine, but in recent years, a once-promising trend has taken a sharp turn. Despite the state-led strategic marketing campaign launched in 2013 — aimed at raising awareness of Georgian wine and diversifying export markets — statistical data reveals a consistent decline in exports to China since their peak in 2017.

In 2013, Georgian wine exports to China totaled $3.3 million, and by 2017 that figure had reached $20.5 million — a genuine breakthrough. Georgian wine had established itself as a premium product in the Chinese market, appreciated not only for its cultural charm but also for its image of high quality. In contrast, by 2024, exports had dropped to $9.2 million, meaning that over the last seven years, the volume has nearly halved.

Despite this downward trend, the National Wine Agency of Georgia continues to engage in active marketing campaigns. One recent example is the Fine Wine Hotel Exhibition held in Chengdu, where around 10 Georgian producers participated. The event included tastings and a seminar led by Master of Wine Fongyee Walker. These efforts aim not only to retain market presence but to forge new partnerships and reinforce export positions.

Yet 2024 remains a challenging year for exports. In January–February, the volume of Georgian wine exported fell by nearly 40% compared to the same period last year. China currently ranks fifth among export destinations, accounting for 542 tons of wine worth $1.5 million. This is a clear signal that demand for Georgian wine in China has declined — and that traditional approaches must now be complemented by more innovative and localized strategies.

Several factors may explain this decline: shifts in Chinese consumer preferences, rising competition from other wine-producing nations, and geopolitical and economic pressures impacting logistics and pricing. Additionally, China’s economic slowdown may be curbing consumption of premium products — a segment where Georgian wine had previously found success.

Today, as Georgian wine continues to fight for its place on the global stage, China remains both a challenge and an opportunity. Past successes show that with the right policies and strategic investments, reactivating the Chinese market is possible. But this will require more than passive exporting — it calls for marketing adapted to local culture, collaboration with influencers, region-specific strategies, and above all, constant innovation.

In the end, China could once again become a key strategic market for Georgian wine, but achieving this will demand state support, industry adaptability, and systematic collaboration with local partners. The international story of Georgian wine in China is far from over — it’s simply entering a new strategic phase.