In the first half of December 2019, Warner visited Georgia to train 20 highly motivated professionals in export quality management for wine from the Caucasus.
The birthplace of winemaking
The countries of the South Caucasus, Georgia, Armenia and Azerbaijan, are home to numerous vineyards and winemaking companies. Many people claim it is the birthplace of winemaking. For example, Georgians have been making wine in buried clay jars for at least 8,000 years, with hundreds of indigenous varietals. Armenian wine was famous even among the Ancient Greeks – Herodotus wrote about it, and Xenophon’s army drank it! Today, however, wine from this region is not well known in Europe. But given this beautiful history and the rare and fascinating grapes used there should be great potential. We can’t wait to promote these wines in Europe. But first things first. Quality check!
B2B Market research, Cool business, On the road, Strategy development, Training & Coaching
Ready for new markets?
While the current focus market for the winemakers in the region is Russia, the exporters also consider the European Union as an interesting target market. For this reason, representatives of various Business Support Organizations from the three countries were trained on the ins and outs of European market access requirements. Such as how to support their members in getting access to the European and other new markets. Meeting the standards of the various markets is essential to get a foothold. So that was the cornerstone of the training. We guided the participants in:
- identifying the main quality standards impacting on their export potential
- the use of key sources to find the relevant quality related information they need
- determining where they stand at the moment and,
- how the quality infrastructure and business support network can help the wine producers in the region.
The training was conducted as part of a program of the German Metrology Institute (PTB), in collaboration with the International Trade Center.
Curious about what Globally Cool has to offer in terms of training and coaching on export marketing?