In 2025, the Georgian government is set to increase its budget for promoting Georgian wine in international markets, with a new allocation of ₾17.4 million ($6.15 million), marking an increase of ₾1.4 million ($490,000) compared to the previous year, according to the National Wine Agency.

The Agency stated that Georgian wine will be actively showcased in key strategic markets, including the United States, the United Kingdom, Germany, Poland, the Baltic States, China, South Korea, and Japan.

Contractor companies engaged by the Agency will organize promotional events featuring Georgian wine and alcoholic beverage producers. Additionally, the state program will continue to provide co-financing for marketing expenses for companies exporting to priority markets, with a particular focus on countries outside the Commonwealth of Independent States (CIS) and SUAM, a regional union comprising Georgia, Ukraine, Azerbaijan, and Moldova.

Domestically, the state program will support various wine exhibitions, competitions, and festivals across Georgia. These initiatives aim to promote wine tourism and cultivate a deeper appreciation for wine culture among local consumers.

In 2024, Georgian wine and spirits exports reached $565 million, reflecting a 24 percent increase over the previous year.