To raise awareness and promote Georgian amber wine in the U.S. market, the National Wine Agency, in collaboration with the American marketing firm Colangelo & Partners, organised the Orange Glou Fair, an international wine exhibition in New York. The event showcased around 15 wines from eight Georgian wineries.

The National Wine Agency was a sponsor of this prestigious festival.

According to the National Wine Agency, participants from seven countries—Georgia, the USA, Austria, France, Hungary, Slovenia, and Germany—took part in the event, with around 40 companies showcasing nearly 150 wines.

Since its inception in 2022, the Orange Glou Fair has become a key platform uniting amber and orange wine producers from around the world, fostering international dialogue and exchange.

As part of the programme, Georgian amber wine was featured in a dedicated tasting session.

“Amber wine has been part of Georgia’s heritage for over 8,000 years. It was introduced to the wider world roughly 30 years ago by two Italian winemakers, Giosseo Gravner and Stanko Radicone, who sought to explore this unique style of winemaking. Today, several thousand winemakers produce amber wine alongside other styles,” states the official release of the Orange Glou Fair.

Georgian amber wine, technically made from chacha through extended maceration on dourdo, has now been recognised as a distinct category by the International Organisation of Vine and Wine (OIV). Previously, the list of special wines included seven categories: sparkling, fortified, liqueur, naturally sweet, ice wine, and wines aged under a yeast cap. The addition of “long maceration wine on the lees” marks the eighth category.

Throughout the week, Georgian wine was showcased at two major events in New York, the Orange Glou Fair and the Karakterre Natural Wine Festival, offering thousands of wine professionals and enthusiasts the chance to taste the distinctive flavours of Georgia.

According to the National Wine Agency, the United States remains a strategic export market for Georgian wine. Since 2013, targeted marketing initiatives supported by the National Wine Agency have significantly enhanced both awareness and exports within this key market.

Despite being one of the more costly markets for Georgian wine, where the average price per litre is around USD 6, this reflects the high quality and growing international demand for Georgian wines.