Clay, beeswax, and Georgian wine

Georgia, the birthplace of wine, has a problem. Not many people know how good the wine is, and now the Georgian Wine Association is on a mission to sell its country’s wine to the world.

Kvevri, the old tradition of fermenting and storing wine is credited with the reason why Georgian wine has its unique taste. Kveri, specific to Georgia, are huge well-crafted clay pots lined with beeswax, placed underground. Unfortunately, the highly skilled craft of kvevri making is dying out as artisans are becoming scarcer. The Georgians now have a priority to interest young people in this ancient skill.

Not only is the style of fermentation unique, but the number of grape varieties in the country exceeds all other countries. There are 525 indigenous varieties.

The Georgian Wine Association is targeting markets in the United Kingdom, the United States, Japan, and China. Europe is also a targeted market. However, the association stresses that it will promote the quality of their country’s wine over quantity. Therefore, it is aiming at a niche market of the more discerning and knowledgeable wine consumer.

In addition, the Travel Channel is promoting its latest documentary, That Crazy French Woman in Georgia. The crazy French woman is Isabelle Legeron on a search for distinct and natural wines. She tells the unique history of Georgian wine making to the world through the Travel Channel to 117 countries across Europe, the Middle East, Africa, and the Asia Pacific Region. Her documentary also advocates the preservation of the age-old kvevri tradition.

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