Georgia – the Cradle of Wine: How Does Cultural and Historical Heritage Influence a Country’s Marketing?

Mariana Petrova; Oksana Vointseva

doi:10.55630/dipp.2026.16.30

Authors

Mariana Petrova Department of Information Technologies, St. Cyril and St. Methodius University of Veliko Tarnovo, 2 Teodosii Tarnovski Street, 5000 Veliko Tarnovo, Bulgaria
Oksana Vointseva University of Insurance and Finance, 1 Gusla Street, 1618 Sofia, Bulgaria

DOI:

https://doi.org/10.55630/dipp.2026.16.30

Keywords:

Country Marketing, Heritage Marketing, Georgian Wine, Nation Branding, Authenticity

Abstract

This paper examines how Georgia uses the “Cradle of Wine” narrative in country marketing and in the digital presentation of cultural heritage. Through qualitative content analysis of official tourism communication, wine-promotion materials, and selected mediated texts, it shows that heritage works differently across audiences: familiar publics respond to recognition cues, whereas unfamiliar markets require clearer explanation and stronger quality proof. The study proposes recognition-first, proof-first, and hybrid communication strategies. It also argues that digital and media-based visibility can support the broader safeguarding environment of living heritage by strengthening awareness, legitimacy, and international recognition of traditional practices.

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