Wine Brand And Wine Tourism Development Perspectives In Georgia

The role of wine brand in the sector of vine-wine growing and development of wine tourism is argued in the article. The wine tourism is examined as the prospective trend of vine-wine growing as the traditional field of population business, with less expenditure, high Marge of profit and increasing tendency of demand. The work examines the tendencies of wine-vine growing in world as well as in Georgia. The dynamics of wine producing is given and the Georgian wine brands are evaluated on the basis of wine classification. It is concluded that Georgian wine take active part in world market and wine and alcohols drinks international exhibitions in the form of united brand, and through the way of seeking new markets and sales the opportunities for attracting tourists is increasing. Wine tourism is examined in united concept of agro tourism, problems existing in the field of agro tourism are revealed using relevant criteria: the cost of landscape and beauty; territories with wild nature and wilderness; cultural values; particularly useful conditions for hunting, fishing, sliding, mountain climbing; availability at foreign markets of customers; effective and professional promotion and commercial activity and relevant management. According to these factors the comparative advantages of Georgia are being established. For evaluating the impact of wine brand on wine tourism the qualitative research was made. Through the average indicators of attracting regions for developing agro tourism the tourist products of wine and services are revealed; hostels, degustation of local cuisine, wine degustation, possibility of harvesting grapes and wine pressing. The following is considered as the product less developed: visiting wine house-museums, acquaintance with local folklore, acquaintance with tourist routes “wine road.” The relevant reports are made regarding the prospective development of wine tourism and wine brand in Georgia and relevant recommendations are offered.