Centrality of winemaking in Georgia: from prehistoric age to present-day globalization*

ABSTRACT Spending on feasting and wine is better than hoarding our substance. That which we give makes us richer, that which is hoarded is lost. 1 These verses from the twelth-century Shota Rustaveli's epic, The Knight in the Panther's Skin, represent a quintessentially Georgian culture of hospitality and generosity—praising the custom of giving as honorable and self-rewarding while featuring wine prominently in this custom. In Georgia – a mountainous country between the Black and Caspian Seas, where Europe meets Asia – wine has been made and celebrated continuously for the last 8000 years. 2 Wine is not only a product for Georgia. It is a symbol of deep-seated historical traditions, a unique national culture of cordiality and service, global aspirations, and institutional progress to translate the ambitions into success. The Georgian law defines winemaking as a “priority sector of the country's economy.” 3 Wine is a key driver of branding Georgia as its cradle—promoted by both officials and academics. 4 Despite the constraints and challenges, Georgia's wine industry and wine tourism can persevere and stimulate other sectors of the national economy. Georgia's image as a Wine Country is also vital for the global awareness of the country and its international recognition.