2010 Georgian Wine San Francisco Conference


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Presentation at San Francisco conference on republic of Georgia

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  • 2010 Georgian Wine San Francisco Conference

    1. 1. New Opportunities for the Georgian Wine Industry Laurent Guinand, Ph.D. Georgia: Discovering New Opportunities Conference San Francisco, September 2010
    2. 2. A special Wine Culture with great assets <ul><li>Deda, Supra and Tamada </li></ul><ul><li>Mediterranean climate, varietals and characters! </li></ul><ul><li>Beautiful vineyards and landscapes </li></ul><ul><li>450 grapes / 15 really commercialized / 2 world class </li></ul><ul><li>Knowledgeable workforce </li></ul><ul><li>Respect for the product </li></ul><ul><li>Interesting traditions (Kvevris) </li></ul>
    3. 3. Turning Disasters into Opportunities <ul><li>2006: Russian bans Georgian Wines </li></ul><ul><li>2008: Russia “visits” Georgia </li></ul><ul><li>80% of sales lost almost instantly </li></ul><ul><li>Begin true focus on quality and identity </li></ul><ul><li>Increased Foreign Direct Investment (Italy, France, US, Sweden) </li></ul><ul><li>Increased Foreign aid </li></ul><ul><li>Georgian Winery Association formed in 2010 </li></ul>
    4. 4. Multiple needs to be satisfied to fully exploit the potential <ul><li>Need to upgrade cellar and equipments of which most date from Soviet times </li></ul><ul><li>Need to improve quality of grapes as opposed to quantity (better viticultural practices) </li></ul><ul><li>Need to develop wine tourism cluster, so to speak </li></ul><ul><li>Need to market aggressively and with assertiveness </li></ul><ul><li>Need to learn from experience, and to adapt by being creative </li></ul>
    5. 5. Marketing is not a dirty word <ul><li>A public-private partnership </li></ul><ul><li>Focusing on a simple message </li></ul><ul><li>Where diversity of Georgian wines is underlying element </li></ul><ul><li>But unity of message can be understood by consumers </li></ul><ul><li>Multiple marketing initiatives to pursue in order to be efficient </li></ul><ul><li>Good practices to be found with Argentina and Austria </li></ul>
    6. 6. GiraMondo Associates LLC has 2 divisions <ul><li>Business oriented activities : </li></ul><ul><li>International Business Development </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Winery acquisition search </li></ul><ul><li>Incubating wine-related ventures </li></ul><ul><li>Consumer oriented activities : </li></ul><ul><li>Wine tasting events (educational, promotional) </li></ul><ul><li>Wine vacations </li></ul><ul><li>Focus groups </li></ul><ul><li>Market research </li></ul>
    7. 7. Biography <ul><li>Laurent developed innovative tools derived from strategy consulting to enhance the wine tasting experience and started GiraMondo Associates LLC in 2004 after designing and presenting well over 150 wine tasting seminars for wines from France, Italy, Portugal, Spain, Chile, Argentina, Australia, South Africa and of course the United States. </li></ul><ul><li>Laurent also consulted for American and European wineries with regard to their marketing strategy, international business development and winery brokerage in such countries as the US, China, Argentina, France, etc… </li></ul><ul><li>Laurent holds a Ph.D. in economics from the University of Paris XIII. He is also a graduate of the Fletcher School of Law & Diplomacy at Tufts University and of the Ross School of Business from the University of Michigan at Ann Arbor. He is currently writing a book on Wine Economics. </li></ul><ul><li>Laurent has also been an Adjunct Professor of International Business at The Fletcher School of Law & Diplomacy (Tufts University) and is a guest lecturer at the Fuqua School (Duke University) and the Bordeaux International Wine Institute. He is a member of the Society of Wine Educators and the American Association of Wine Economists. </li></ul><ul><li>Laurent Guinand is a French national. He comes from Lyon, not far from the Beaujolais Region. He started his career promoting the French wines in the US with Sopexa. He then became a banker and worked on financing food and wine ventures in the US. Since then, Laurent accumulated over 12 years experience in strategy consulting for companies such as A.T. Kearney, Cap Gemini Ernst & Young / Altis and Metis Strategy LLC in Washington, DC. </li></ul>
    8. 8. Contact Information GiraMondo Associates LLC 11002 Veirs Mill Road, Suite 727 Wheaton, MD 20902 - USA Tel (301) 841-7609 Fax (301) 576-6021 www.giramondowine.com www.giraventures.com [email_address]