October 30 2007, 11:14

Abkhazian wine of Georgian origin?

On the eve of resuming of Abkhazian wine imports to Russia, Georgian party states that their neighbors do not posses the needed volumes of wine materials and number of specialists-technologists, AlcoNews.Ru informs. Moreover, to the opinion of Tbilisi, the lack of both components is covered exactly thanks to Georgia. If not to focus on political aspect of this issue, Russian specialists consider, in general, that Abkhazian products are able to occupy their market niche. However, nothing can be done without marketing strategies.

Georgian mass media speak about Abkhazian wine of truly Georgian origin that will enter sales markets in Russia next year. Here is the explanation: "Abkhazia does not posses enough volumes of grape and the specialists-technologists. Georgian producers sell grape to Abkhazian wine-makers just on the administrative border of Georgia and Abkhazia, near the bridge across Inguri river; sometimes they directly transport grape to Abkhazian wine plants", IA ROSBALT quotes TV channel "Rustavi 2".

"These are just words", Leonid Popovich, Vice-President of Grape and Wine Production, Union of Alcohol Market Players in Russia, says. "Any words should be proved. To my opinion, Abkhazia has enough vineyards for the production of own wine. The question sounds as follows: how much is Abkhazia able to produce and how much to export to Russia? When Abkhazia floods the whole Russia with wine, then it will be the time to ask: why do you have so much wine?"

Talking about the tentative estimations of volumes, to the opinion of Russian side, the supplies will amount to around 5 mln. decalitres of wine per year. Abkhazian producers may possibly cover the shortage of own raw materials by means of imports.

The enterprise "Wines and Waters of Abkhazia" will supply wine products from Abkhazian region. Its portfolio includes ten names of mark wines, including "Lykhny", "Psou", "Bouquet of Abkhazia" and others. Georgian players think that, due to the super-harvest observed this year, Abkhazia will produce minimum twice as more wine than in 2005, which was the most successful for the Republic (3 mln. bottles were produced that time).

Some Russian mass media are not inclined to consider the decision of Russian authorities as business solution. They say that there has been already no place for Abkhazian wines and "Aynar" cognac on Russian market. The rehabilitation of Abkhazian products will be additional recognition of sovereignty of Abkhazia, and another way to offend Georgia.

Genadiy Onischenko, the Chief of Russian Inspection of Consumption Products, personally announced that totally ten trademarks of Abkhazian wines and "Aynar" cognac have been allowed for sales on Russian market. The producers have already started to purchase excise labels; according to Senior Sanitary Doctor of Russia, these products may come to the shelves of national shops after New Year.

To the opinion of Valeriy Loginov, the President of Union of Grape and Wine Producers of Russia, Abkhazian wine is actually a new product for Russians. "And, the path of any new product on market is hard and thorny, no matter from which country it originates. The wines of the mentioned region are not quite familiar for our consumers; these wines will not be provided with any economic preferences. So, I think, they will face a lot of difficulties to occupy their niche on market".

"If Abkhazia supplies quality wines, that will be just a plus. Naturally, this country is another competitor for everyone who is operating on market now. But, this market is obviously oversaturated with wines, like no other market. Of course, the consumers have an advantage, because the opportunity to choose is always good", Mr. Popovich, the representative of Union of Alcohol Market Players in Russia, thinks.

Sergey Filchenko, the other Russian expert, says that we can expect that, in the whole, Abkhazian wine will be able to occupy not more that 5-7% of Russian market. "Its main competitors will be the producers of Southern America and Europe; it will compete with Russian and Moldovan wines to less extent. Abkhazian wines are traditionally sold in the more expensive segment than Georgian wines", he forecasts.

However, Mr. Loginov is sure - in any case the sellers of Abkhazian wines should remember about marketing, if they want to succeed. Otherwise they will find problems even to occupy the supermarket shelf, nothing to say about its possible leading positions.