Exhibiting Georgia: Cradle of Wine to Hit Japan

Georgian wine, folklore, feasting traditions and culture are important and praiseworthy facts for every Georgian. After the great three-month experience at the Cite du Vin Wine Exhibition in Bordeaux, France, in 2017, where Georgia was Guest of Honor, various other countries have come forward wanting to cooperate. Georgian wine, which is already making a name for itself in Europe, is on its way to becoming just as popular in Asia. ‘Georgia- Cradle of Wine’ is an exhibition set to take place in Tokyo, Japan, from March 10.

Why Japan? Because of the great dynamics, high interest and future prospects. During the Georgian delegation’s working visit to Japan, Advisor to the Chair of the National Wine Agency David Tkemaladze, and Director of the Georgian Wine Association Tina Kezeli, negotiated with the representatives of the famous exposition space Terrada Warehouse and Sony Music Communications Company. Terrada Warehouse offers a large exhibition hall, where the two-month Georgian project will be held. The modern, convenient and high-rated spacious hall is located in the heart of Tokyo, making for truly dynamic scenery which maximizes the whole structure. With the hall, visitors will have the chance to relax on the terrace and taste wine while watching video clips dedicated to Georgia.

As the 2017 Bordeaux exposition made such a great impression, the organizers will keep the main essence of the design but will also make some alterations to guarantee a unique experience for Japanese attendees. In parallel with the 8,000-year history of Georgian winemaking, the exhibition will include thematic film-shows, talks about Georgian history and cuisine, folklore performances, a presentation of a Georgian “Supra” (feast), art and culture, seminars from masters of wine and, of course, tastings of Georgian wine and food.

Sony Communications Company, the financial and technical partner of the project, is to offer the ‘Warp Square’ project, a space that uses ultra-short throw projectors to cast interactive, high-definition imagery on the four walls of a room with a floor area of around 20 square meters, letting multiple users share an immersive audiovisual experience. The technology is new and is set to grow fast in popularity. One of the first users will be the Georgian delegation at the Tokyo Cradle of Wine exhibition, where numerous historic and city shots will be represented through it: a Georgian wine cellar, clay Qvevri wine vessels, grape pressing, the Caucasus Mountains, and more.

The exhibition is a great opportunity for Georgian wine companies to participate and popularize their products. B2B business meetings will be arranged during the event.

The National Wine Agency of Georgia (NWA) is holding on-going negotiations regarding the remaining details with the Japanese side. They have connections with embassies and, without quantity restriction, premium class wine and alcoholic drinks will soon be sent to the Terrada Warehouse. The NWA has hired companies in Japan to make a PR campaign in Japanese cities through social media, transport banners, TV, press, and print media in order to attract more visitors. The forecasts show that a minimum of 150,000 people are expected to attend.

The exhibition will be opened on March 10; however, the Grand Opening will be held on March 15 in Tokyo when the Georgian government delegation, wine companies, media and all involved parties will unite to celebrate the project.

The ‘Cradle of Wine’ project also gives Georgian wine companies an opportunity to participate in other famous expositions in Japan this year, including FOODEX (from March 5-8) and WINE AND GOURMET (April 17-19). The three-four days events in Tokyo will welcome a large number of visitors from various countries, comprising importers, manufacturers and professionals from the wine, spirits and food service. Georgian wine companies will be able to participate in all three exhibitions in order to receive experience, provide comprehensive information to visitors, to find future partners and to adequately represent Georgia.

By Mariam Merabishvili

Image source: ajaratv.ge