Dear Eteri ! 

 i would like to share with  you Georgian cases prepared by Patric Martens (University of Maastricht/Maastricht School of Management ) regarding Georgian wine brand 

Khvanchkhara  Georgian brand wine wine, named after a local village, is a blend of alexandrouli and mujuretuli Georgian grape varietals from a small appellation controlled area, on the banks of the Rioni river in the Racha-Lechkumi region of Northern Georgia. Famously, the wine was enjoyed by Churchill, Roosevelt and Stalin at the Yalta conference in 1945[1]. The region is located on the slopes of the Caucasus mountain range far away from the main Kakheti wine-growing region of GeorgiaRestaurant and hotel turnover rates – useful indicators of tourism activity – are, tellingly, the lowest and second lowest in the country. Despite the Appellation of Origin designation, in effect a GI in the Georgian IP system, there is little spin-off effect on local business and tourism development. Apart from artisanal producers, lacking a cooperative organization, there is only one established winery located in the region, dating back to the Soviet period, and in need of renovation. A number of Kakhetian wine producers own vineyards in Khvanchkhara region, but transport the grapes to Kakheti and other Georgian regions for maturation and bottling. The Appellation of Origin for Khvanchkhara wine, while serving to define the geographical area and product standards, has visibly neither brought about a localized organization of producers nor aggregated knowledge to further strengthen the brand name and promote  tourism .

[1] http://www.gotocaucasus.com/Khvanchkhara/Khvanckhara.html

 You can find additional  material    in the very popular book of   Donald Getz   Explore Wine Tourism: Management, Development & Destination

Wine tourism is rapidly developing in Georgia. Investors often are interested in this type of tourism. For example, ,Shato", which is becoming more popular in both foreign and local tourists. Visitors can stop, taste the wine on the ground, to take part in the harvest. Obviously, if there is a well-known Georgian wine brands, it will affect tourism, especially growth of international tourism.

Dear Charita and Dear Nino, thank you very much. It was very interesting and useful information.

In my opinion, only brand itself is not enough for developing wine tourism. It should be also supported by traditions, culture, infrastructure, geopolitical situations and promotion as well. In such case if wine lovers will interest in producing country and they found out that there is all supportive factors, they will visit Georgia.  As different climate in regions define different taste, it should be considered as one more benefit.

The brand itself must take care about its developing. It should negotiate with government  about developing transport infrastructure, marketing channels like wine routs, tasting rooms and restaurants.

All in all, by cooperating private sector and government, they can combine Georgia’s natural wealth and climate conditions with wine and develop wine tourism more and more.

Dear NIno, thank you very much.

The significance of branding in the tourism/ restaurant sector can be explain by 4 factors:

1. Restaurant's products acceptance is improved by popularizing names;

2. It complicates choice for customers and emphasizes the need to obtain customer brand recognition;

3. The choice of brand has implications for company's marketing mix;

4. It is difficult to obtain the loyalty  of customer . So, brand is very important  for tourism/ restaurant sector.

Dear Professor, thank you very much, I will take it into account.

Estimating the role of wine brand in wine tourism should also include the place-brand / wine-brand relationship which together adds to the wine brand as a component of wine tourism.

Dear Byron, thank you very much.

Hi Eteri: they say that an image is better than 1,000 words. Please see below in the link the wonderful hotel designed by Frank Gehry in the heart of Rioja wine region.

http://www.hotel-marquesderiscal.com/

In the case of Spain, wine brands have a great impact on what is called "wine tourism". I would highlight two cases: Rioja and Ribera del Duero. We are talking about two wonderful and very much appreciated types of red wine produced in Northern Spain, About fifteen years ago the regional governments of these wine production areas were aware of the potential of including the most relevant cellars in touristic tours, complemented by small boutique hotels and nice typical restaurants. Indeed, some of the cellars built their own hotels, like Marques de Riscal in the picture above.

A similar situation occurred in the Douro Valley in Portugal. Now may people go there to spend 3-4 days visiting the cellars and enjoying wonderful boutique hotels and charming restaurants. The economic impact of this high-quality tourism on the wine regions is huge.

Regards