The fourth episode of Season 8 of Somebody Feed Phil, one of Netflix’s most acclaimed food and travel series, will spotlight Georgia and its rich winemaking tradition.

Set to premiere on Netflix on June 18, the new season includes an episode filmed in Tbilisi and the Kakheti region in the fall of 2024. The production was co-financed by Georgia’s National Wine Agency under the Ministry of Environmental Protection and Agriculture. In line with the show's concept, the episode not only explores Georgia’s ancient winemaking heritage but also showcases its vibrant gastronomy.

This collaboration is part of the National Wine Agency’s broader media campaign to raise awareness of Georgian wine in the United States. Another major component of the campaign includes a feature on V is for Vino, one of America’s most-watched wine shows, which is currently producing a segment dedicated to Georgian wine.

The United States is a strategic export market for Georgian wine. Since 2013, the National Wine Agency has led targeted marketing efforts in the U.S., which have significantly boosted sales. In recent years, partnerships with top-tier media outlets such as CBS, CNN, The New York Times, and Wine Enthusiast have amplified visibility. These efforts culminated in a record-breaking export volume of 1.2 million liters in 2024—a 32% increase compared to 2023.

The U.S. campaign is managed in collaboration with leading American marketing firm Colangelo & Partners. As part of this initiative, Georgian wine is being showcased through tasting seminars across multiple U.S. cities for wine professionals and industry representatives. Georgian wines are also featured in major international exhibitions, and the agency organizes wine tours in Georgia for American media, sommeliers, and importers to deepen their appreciation of the country’s unique winemaking culture.