A campaign calendar can teach a category faster than a lonely tasting table.
Wines of Georgia UK announced a nationwide Georgian Wine Month for October. It launches on International Orange Wine Day, 5 October. That is a smart door. Orange wine — skin-contact white — is the style many curious drinkers already link with Georgia’s qvevri tradition. The month then widens the story beyond one colour in the glass.
The pitch cites solid UK numbers. IWSR figures put Georgian wine’s compound annual growth around 13.7% in volume and 16.8% in value for 2018–2023. Awareness-to-purchase conversion rose from about 7% to 13% between 2024 and 2026. In plain words: more people who have heard of Georgian wine now actually buy it. Trade partners are asked to list wines by the glass, host tastings and dinners, and show up at a Georgia Palate trade event planned at Trivet on 13 October.
Mini-concept: conversion. Awareness is only the first step. A month of pours turns “I have heard of it” into “I ordered a glass.” For millennials and Gen Z choosing wine over a random can, a by-the-glass listing is the intentional trial — low risk, real memory.
Circle one date. 5 October opens the door with orange wine. The rest of the month has to furnish the house.