INTERNATIONAL SEASONAL SCHOOL OF AND

ABSTRACT

AGRICULTURAL UNIVERSITRY OF The project was supported by Shota Rustaveli National Science Foundation of Georgia (SRNSFG) [MG-ISE-19-217] The Agricultural University of Georgia with Geisenheim University conducted an International Seasonal School in Viticulture and Oenology in October 2019 in Georgia.

The objectives of the International Seasonal School were:

• involvement of professionals with high qualification; • exchange of international experience; • popularization of Georgian viticulture and oenology issues; • supporting internationalization of education in the field of viticulture and oenology and business; • presenting topics for scientific research in viticulture and oenology, and wine business. During the project were elaborated and the audience was introduced following issues

• Wine market research and consumer behavior • Bio and Biodynamic • Introduction of the Georgian autochthonous varieties • Modern challenges of producing vine planting material • Wine Marketing (product, promotion, price and placement policy • Economics and world wine market • Pitcher (Qvevri) production technology (pottery) • Georgian traditional Qvevri wine production method • – the place on the international market Important details from the issues GERMPLASM OF GEORGIAN GRAPEVINE

• As a result of the long historical breeding from a rich germplasm of Georgian grapevine were selected unique varieties and clones of the best economic-technological properties;

• Georgian endemic varieties are located in the centers of their geographic and ethnic origin: Kakheti - 80 varieties, Kartli - 72 varieties, Imereti - 75 varieties, Racha-Lechkhumi - 50 varieties, Guria - 59 varieties, Samegrelo - 60 varieties, Abkhazia - 58 varieties, Adjara - 53 varieties and Meskheti - more than 25 varieties. DIVERSITIY OF GEORGIAN GRAPE VARIETIES

• 525 Endemic Grape Varieties • 437 Grape Varieties Kept in Collections • Approximately 30 Grape Varieties are in use commercially nowadays

RKATSITELI CHINURI KRAKHUNA KISI TSOLIKOURI KHIKHVI

SAPERAVI MGALOBLISHVILI OTSKHANURI SAPERE ALEXANDROULI MUJURETULI OJALESHI BUDESHURISEBURI 525 AUTOCHTHONOUS GRAPEVINE VARIETIES WHICH PROPAGATION METHOD IS BETTER, SEXUAL ORASEXUAL?

Method

Asexual (vegetative) propagation Sexual (seed) propagation

Purpose

Commercial production of planting material Breeding of new varieties

Result

Plants differ from each True to type plant other and from their parent.

Lali Mosiashvili NURSERY REQUIREMENT

HOW to start ?

Choose the team of technicians with vast experience to produce the best grafted grape plants; Establishment of Mother plants of rootstocks ; Establishment of Mother plants of scions - cultivated grapevine ( viniferaL. ssp. sativa); Vast cold rooms for cold storage ( 1-2 C); Callusing rooms for stratification of grafts; Greenhouses for production green-growing potted grafts Multiplication plot (open ground) for production one year old bare root grafts; Grafting Machines,Wax Melter,Wax, Boxes, Benches, Fungicides; For the production of certified grapevine varieties and rootstocks,the following successive steps should be taken - Certification scheme:

1. Selection of candidates for nuclear stock: Selection for pomological and enological quality; 2. Production of nuclear stock: selected vines should undergo testing for the harmful diseases and pathogens occurring in the EPPO region; 3. Maintenance of nuclear stock: Pot individuallya limited number (2–5) of nuclear stock plants of each source (clone) of each variety or rootstock type taken into the scheme, and grow them under conditions ensuring freedom from re-infection by aerial or soil vectors; 4. Production of propagation stock: propagation stock is produced from nuclear-stock material in as few steps as possible under conditions ensuring freedom from infection; 5. Production of certified plants: certified plants (grafted varieties, vegetatively- propagated rootstocks) are produced in nurseries from the propagation stock. For grafted plants, rootstocks of at least propagation stock standard should be used.  Only 5 pathogens are covered in the regulations: GFLV, ArMV,GLRaV- 1,GLRaV-3, and GFkV (only for rootstock) .

LaliMosiashvili The protocols classified the grapevine propagation material into 5 categories with a color codingsystem:

1. Primary source “Nuclear stock” -after pomological and sanitary selection, primary source plants are individually registered and maintained by the breeder in an insect-proof, nematode-free repository. The plants should be grown in containers of sterilized growing medium, isolated from thesoil.

2. Pre-basic: Materials or plants directly derived from the “primary source”, grown under the responsibility of a public agency, under conditions ensuring freedom from re-infection and are identified by a white label with a blue band; 3. Basic: Material derived from the multiplication of pre-basic stocks, propagated under conditions ensuring freedom from re- infection, identified by a white label; 4. Ceritified: Materials orplants directly derived from basic sources. Certified mother plants and material propagated from them are identified by a blue label; 5. Standerd: This material is true to type but it has never been tested, so it has no certified health status. This material is identified by an orange label Technology of Qvevri wine, pan Caucasian summer school 2019

Qvevri (Kvevri) wine- Description

• Grape processing in wooden or stone vessel

• Fermentation on mush also for white

• Fermentation in clay Jars (buried under ground) Technology of Qvevri wine, pan Caucasian summer school 2019

Qvevri wine - Issues with Definition

Differences:

Natural wine Qvevri wine

Without additives mash fermentation container Technology of Qvevri wine, pan Caucasian summer school 2019

Different types of Qvevri wine

• Fermentation with only a part of mash- Imeretian method10- 20% mash ( with higher acidity and lower shugar)

• Juice fermentation – Qartli method (fresh, fruity notes, with residual CO2)

• Kakhetian ancient method - oxydized, maderized, with stems

• Kakhetian contemporary method - fruity, not oxydised, without stems

• European influence – Ageing in barrels Romance of aVintner

Center of Attention is theCustomer

MARKETING = Thinking outof the perspective of the market /customer Recap ‐ Marketingorientation

Marketing

Elements of marketing derived from thedefinition:

• Marketing oriented firm philosophy ‐> MarketingManagement • Needs and Wants of the customers ‐> Customer knowledge and preferences • Operative procedures ‐> Marketing instruments(4Ps) • Relationships along the value chain ‐> Supply Chain Management

‐> Creation of a competitiveadvantage ‐> Customer in the Center of value creation process Segmentation

Starting points of the marketing strategy

• Which consumer groups should be served.

• Creating unique value for the consumers you are seeking to serve.

• Making choices about how to be different in order to meet a different need of a set of consumers you have chosen to serve.

• “You can’t be all things to all people” Source: https://www.consumerpsychologist.com/images/cb/STP.png Segmentation of the consumers for Georgian wine

Ghvanidze (2012): Country‐of‐Origin Effekt auf die Wahrnehmung deutscherWeinkonsumenten Product policy

What does the customer want from the product? What features does it have to meet these needs? How and where will the customer use it?

What does it looklike? What size(s), color(s), should it be? What is it to becalled? How is it branded? How is it differentiated versus your competitors? Branding Branding Hislop (2001) defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generation segregation among competition and building loyalty amongcustomers.“

Molly Hislop (2001): “An Overview of Branding” Report Dynamic Logic's Branding 101; Keller, K.L.(2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd ed., Prentice-Hall, Upper Saddle River, NJ; The post-global brand. Journal of Brand Management 2005; 12 (5): 319-324; Shamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?." Interdisciplinary Journal Of Contemporary Research In Business (2011): 435-441; Assael, Henry. Consumer Behavior and Marketing Action. 6th Ed. South Western College Publishing, (1998); KapfererJ-N. Franz-Rudolf Esch, Tobias Langner, Bernd H. Schmitt,Patrick Geus, (2006) "Are brands forever? How brand knowledge and relationships affectcurrentand future purchases", Journal of

Product & Brand Management, Vol. 15 Iss: 2, pp.98 - 105 2 1

Brand Architecture Branding There are three key levels ofbranding: •Corporate brand, umbrella brand, and family brand - These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and otherparties. •Endorsed brands, and sub-brands - These brands include a parent brand - which may be a corporate brand, an umbrella brand, or a family brand - as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. For example, Nestle KitKat orPolo by Ralph Lauren. •Individual product brand - The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name. For example, Procter & Gamble’s Pampers or Unilever's Dove.

Rajagopal; Romulo Sanchez (2004). "Conceptual analysis of brand architecture and relationships within product categories". Journal of Brand Management: 233–247. 2 Retail 2 bran Private Labels / Retail Brands / Store Brands ds The Private Label Manufacturer's Association (PLMA) categorizes PL manufacturers into 4 main categories: -Large national brand manufacturers that utilize their expertise and excess plant capacity to supply store brands. -Small, quality manufacturers who specialize in particular product lines and concentrate on producing store brands almost exclusively. Often these companies are owned by corporations that also produce nationalbrands. -Major retailers and wholesalers that own their own manufacturing facilities and provide store brand products forthemselves. - Regional brand manufacturers that produce private label products for specific markets.

Kumar, Nirmalya; Steenkamp, Jan-Benedict E.M., Private Label Strategy - How to Meet the Store Brand Challenge. Harvard Business Press 2007 2 3 24 9 25

In order to ensure the effectiveness and diversity of the International Seasonal School of Viticulture and Oenology, the participants visited: • Scientific Research Center of Agriculture in Jigaura • National Wine Agency of the Ministry of Environmental protection and Agriculture of Georgia • Chateau Mukhrani • Iago Marani where lectures and tutorials were delivered.

The seasonal school was successfully attended by 24 participants.