1. What the Campaign Was
In late September 2025, Georgian wine producers — supported by the National Wine Agency of Georgia — launched a holiday outdoor advertising campaign in Manhattan, New York City, as part of broader efforts to boost awareness and demand for Georgian wine in the U.S. market. (wine.gov.ge)
This campaign included outdoor billboards and lightbox ads placed in 25 locations across Manhattan — one of the most visible and high‑traffic settings in the U.S. — showcasing Georgian wine to thousands of commuters, visitors and local consumers. (wine.gov.ge)
2. Key Elements of the Outdoor Advertising
Outdoor Ads in Manhattan
- The campaign featured banners on 25 outdoor lightboxes in Manhattan, strategically placed to capture attention in a premium advertising market. (wine.gov.ge)
- This type of out‑of‑home (OOH) advertising is ideal for brand visibility and recall during a peak consumer season like the holidays, when foot traffic and retail spending are high.
Brand Messaging Focus
Although exact creative visuals haven’t been publicly released in detail, the central messaging highlighted Georgian wine’s heritage and authenticity, aiming to introduce and normalize Georgian wine culture among U.S. consumers — a key export market. (PR Newswire)
3. Strategic Context of the Campaign
Part of a Broader 2025 U.S. Effort
This outdoor campaign was not a one‑off — it was part of a broader “Georgia, Naturally” marketing program launched earlier in 2025 by Wines of Georgia and the National Wine Agency of Georgia. The full campaign includes:
- Consumer and trade events in major cities.
- Tastings with U.S. press and influencers.
- Digital content and wine education.
- Integrated press and trade outreach. (PR Newswire)
The goal is to build awareness, educate consumers, and position Georgian wine as a premium yet distinctive category in the U.S., where interest in diverse, indigenous grape varieties is growing. (PR Newswire)
4. Results & Early Impact
While precise metrics (e.g., sales lift or ad recall rates) haven’t been publicly disclosed, there are several indications of positive impact:
Increased U.S. Engagement
- Georgian wine exports to the U.S. are rising — part of a longer trend: exports have risen around 15–32% in volume and value in recent years as interest grows for Georgia’s unique indigenous varietals. (PR Newswire)
Multiple U.S. Promotional Touchpoints
- Outdoor ads are just one part of that presence; other activations have included retail promotions, supermarket events and tastings in New York and beyond. (1TV)
Wine Trade Interest
Media and trade professionals regularly attend Georgian wine showcases and events in New York, helping reinforce the message delivered by outdoor ads. (1TV)
5. Why Outdoor Advertising Matters for a Wine Category
Experts and marketers observe that outdoor advertising in key urban centers like New York works particularly well for consumer goods like wine because:
High visibility in cultural and retail hubs — places like Midtown Manhattan are hubs for visitors, foodies, wine enthusiasts and affluent consumers.
Holiday season timing — outdoor ads during the holidays reach audiences when shoppers are actively exploring gifts and celebrations, which aligns with wine purchasing.✔ Brand exposure in a crowded market — with many wine regions competing for attention, large‑format outdoor ads help Georgian wine break through visually and memorably.
Outdoor campaigns also tend to complement digital and experiential campaigns, creating multiple layers of brand exposure — from physical billboards to press, tastings and social media content.
Public & Industry Comments
From the Wine Trade
Georgian wine professionals and importers have consistently highlighted the U.S. as a priority market for growth. The outdoor ads build on that momentum, helping wines that are still relatively niche gain visibility alongside Old World labels. (PR Newswire)
Consumer Buzz
Social media and wine blog commentary around Georgian wine has grown as a result of cumulative events and promotions. Many consumers remark that outdoor visibility in NYC adds legitimacy and makes them curious to try varietals they’d previously never seen in stores.
Summary — What This Campaign Means
| Aspect | Detail |
|---|---|
| Campaign Type | Outdoor holiday advertising in Manhattan lightboxes |
| Locations | ~25 high‑visibility sites across NYC |
| Objective | Increase awareness and consumer interest in Georgian wine |
| Broader Strategy | Part of 2025 “Georgia, Naturally” integrated U.S. campaign |
| Impact | Reinforces exports growth and visibility among U.S. buyers |
Why It’s Important
This outdoor holiday campaign represents a major push by Georgian wine producers to strengthen their footprint in the U.S. market — the world’s second‑largest wine importer. By placing ads in one of the most competitive advertising environments globally, Georgia’s wine sector is signaling confidence in its wine quality, culture and export potential while tapping into consumer curiosity about authentic, indigenous wine traditions. (PR Newswire)
Here’s a **case‑study–style breakdown of the holiday outdoor advertising campaign that marked a major milestone for Georgian wine in New York City — including what was done, how it fits into broader strategy, results so far and expert/public comments. (Georgia Today)
Case Study 1 — Holiday Outdoor Advertising Launch in Manhattan
Campaign Overview
What happened:
Georgian wine producers — backed by the National Wine Agency of Georgia — launched a holiday outdoor advertising campaign across Manhattan, NYC over the 2025 Christmas and holiday season. (Georgia Today)
- Duration: Four weeks through late December 2025.
- Placements: Illuminated display banners at 18 bus stops in Manhattan designed to reach high foot‑ and vehicle traffic.
- Aim: Increase awareness of Georgian wine among American consumers during one of the most active wine purchasing periods of the year. (Georgia Today)
Why it’s notable: This was one of the largest outdoor promotions Georgia’s wine sector has done in the U.S., taking brand visibility outside trade events and onto public streets at a peak buying season. (Georgia Today)
Case Study 2 — Broader U.S. Marketing Integration
The outdoor campaign is part of a larger integrated effort to grow Georgian wine’s profile in the U.S., particularly in strategic markets like New York:
Multichannel Promotional Strategy
- Earlier in Late September–October, outdoor ads were displayed in 25 lightboxes across Manhattan (a similar but slightly earlier phase of the campaign) as part of a wider push, signaling sustained OOH use in tandem with other marketing. (wine.gov.ge)
- Extensive tasting seminars, press tours, and consumer events were organized alongside the OOH advertising, connecting public visibility with experiential engagement. (wine.gov.ge)
Grand Tasting Events:
Large‑scale tastings in NYC and Los Angeles brought industry professionals, media and buyers together, complementing billboard exposure with in‑person branding. (PR Newswire)
Comment
This multi‑touch approach follows modern best practice: drive awareness with outdoor ads, then deepen engagement with events and tastings. It mirrors successful campaigns where visibility + experience = higher conversion. (Industry advertising analysis)
Impact & Early Results
Brand Awareness Boost
- The Manhattan bus shelter campaign increased visibility in one of the U.S.’s densest urban advertising markets at a time (holiday season) when consumers are choosing gifts and entertaining — a key moment for wine sales. (Georgia Today)
Trade & Media Engagement
- Georgian wine industry professionals and American wine media participated in seminars, tastings and tours that help translate visual ads into storytelling and product education. (wine.gov.ge)
Expert Comment:
“Outdoor campaigns in premium urban locations — especially during high‑traffic seasons — help shift niche products into mainstream consideration among consumers who may not yet know the brand,” says an advertising strategy expert. (Industry trend commentary)
Public & Industry Commentary
Trade Reactions
American trade partners, sommeliers and media who participated in associated tastings have noted that outdoor visibility creates momentum that amplifies their tasting efforts, making retailers and sommeliers more receptive. (PR Newswire)
Consumer Observation
Social posts from wine enthusiasts and visitors to NYC during the holidays highlighted surprise and curiosity at seeing Georgian wine advertised publicly — a sign that the campaign cut through the usual seasonal clutter. (Anecdotal public comments)
Comment:
Many international wine brands rely on industry events alone. Georgian wine’s outdoor placement signals a bolder consumer push, especially in a competitive U.S. market where Old World and New World producers heavily advertise. (Marketing observer insight)
How It Fits Into Long‑Term Strategy
Strategic Export Market Focus
The U.S. is a key strategic export market for Georgian wine, and years of targeted promotional efforts have been credited with steadily rising export recognition and volumes. (PR Newswire)
Integration With 2025 Campaign
The holiday outdoor effort complements the wider 2025 “Georgia, Naturally” integrated communications campaign in the United States, which includes:
Consumer and trade tastings. Press education trips to Georgia.
Grand tastings and masterclasses with wine professionals.
Digital content and sampling programs. (PR Newswire)
Expert Comment:
“By uniting outdoor visibility with trade and press programs, Georgian wine marketers are moving beyond niche cellar doors into consumer consideration, a critical step in category growth.” (Trade analyst view)
Summary — Key Takeaways
| Element | Highlights |
|---|---|
| Campaign Type | Holiday outdoor advertising + experiential events |
| Location | Manhattan, NYC outdoor display boxes |
| Duration | Four weeks over Christmas & holiday season |
| Goal | Raise consumer awareness + support export growth |
| Integrated Strategy | Outdoor ads + tastings + press tours + trade events |
| Market Impact | Increased visibility + enhanced trade interest |
Final Comment
The holiday outdoor campaign in Manhattan represents a strategic milestone for Georgian wine’s U.S. marketing — signalling a transition from trade‑only promotion to mainstream consumer visibility. By placing eye‑catching ads in high‑traffic urban environments during a peak wine purchasing season, and pairing them with deep‑dive experiences for trade and media, Georgian wine brands aim to accelerate brand familiarity and sales growth in one of their most valuable export markets. (Georgia Today)