why protect Georgian appellations? issues at stake Tbilisi, 1 December 2005

Georgia and the world wine market planted area:world 6,000,000 ha Georgia 62,000 ha industrially processed world 280,000,000 hl Georgia 300,000 hl trade world 100,000,000 hl Georgia 200,000 hl 1% 0,1% 0,2% Tbilisi, 1 December 2005

quality vs. quantity recognition of origin consumer confidence which strategic options for international markets? Tbilisi, 1 December 2005

quality approach identity built on origin inspire confidence capitalize on tradition why appellations? Tbilisi, 1 December 2005

collective marks –who’s marketing them? –who’s protecting them? collective action needed! yes but... Tbilisi, 1 December 2005

Russian market –180 million bottles sold as “Georgian” wines –26 million bottles real Georgia wines domestic market –90% of bulk wine counterfeited or/and not registered properly not a small issue ! Tbilisi, 1 December 2005

legislative framework public institutions dynamic private sector improved public/private dialogue good starting point for fixing the issue Tbilisi, 1 December 2005

 size of appellation areas  limited traceability of bulk wine  labs not accredited  weak enforcement capacity domestic issues Tbilisi, 1 December 2005

 incomplete registration of appellations  on-going legal battles  less than optimal utilization of international agreements  weak negotiation mechanisms for bilateral agreements international protection of appellations Tbilisi, 1 December 2005

appellations? yes but concrete issues to tackle ! who takes action? who pays for what? to sum up Tbilisi, 1 December 2005

the secret of getting things done is... to act Dante Alighieri