Using the dominant Western European wine-producing nations as a template for Turkey is not particularly useful. These countries have built their authority on centuries of uninterrupted production and, over the last two hundred years, on a global trade environment that lifted them into a position that now feels almost like a separate league.

But two of our neighbours, Greece and Georgia, have gone through striking transformations over the last 10–15 years, and there is much to learn from their journeys. At the same time, there are opportunities unique to Turkey that do not appear on anyone else’s roadmap. Let’s take a closer look at what has changed for our neighbours and why.

GEORGIA AND GREECE: EXPORT PERFORMANCE

Georgia’s transformation began in 2013. Wine exports, which stood at 71 million USD in 2012, jumped to 128 million USD with the reopening of the Russian market in 2013, then to 185 million USD in 2014. Despite regional turbulence that pushed exports down to 96 million USD in 2015, the upward trend resumed, reaching 276 million USD by 2024.

Greece’s wine export data, measured in USD, shows a more modest but steady rise: from 78.5 million USD in 2013 to 108 million USD in 2023.

Greece’s wine export data, measured in USD, shows a more modest but steady rise: from 78.5 million USD in 2013 to 108 million USD in 2023.

Which means that, among the three neighbours, the 2023 export values line up as follows:

Turkey: 17 million USD

Greece: 108 million USD

Georgia: 276 million USD

WHAT HAS DRIVEN GEORGIA’S RAPID GROWTH?

• Trade and Market Access
  • Reopening and continuation of the Russian market after the 2013 embargo
  • Free Trade Agreement with the European Union
  • Targeted focus on the US, German and UK markets with qvevri wines
• Government Policy
  • Establishment of the National Wine Agency and consistent regulatory support
  • Protection of producers against price volatility and yield fluctuations
  • Alignment with international standards, boosting competitiveness in EU markets
• Tourism and Cultural Positioning
  • UNESCO’s recognition of traditional qvevri winemaking as Intangible Heritage (2013)
  • Global natural wine movement aligning perfectly with Georgia’s identity
  • A genetic treasure chest of roughly 500 indigenous grape varieties

WHAT HAS DRIVEN GREECE’S STEADY EXPORT RISE?

• Repositioning of Greek Wine
  • Moving away from the “cheap wine” perception
  • Promotion of premium, niche wines in the US and UK
  • Support for Greek wines’ visibility in international competitions
• Branding of Key Indigenous Varieties
  • Strategic focus on Assyrtiko, Xinomavro and Agiorgitiko
  • Marketing built around terroir-driven identities
• The EU Advantage
  • Shrinking domestic market after the 2009 financial crisis pushing producers toward exports
  • Marketing support through EU funds
• Institutional Practices
  • Active use of geographical indications by producers
  • Professionalization across the sector

WHAT CAN TURKEY DO?

We all know the political climate surrounding wine in our country. So Georgia-style state support or protection mechanisms simply do not seem realistic today. But institutions and professionals in the sector still have room to act, and they also have responsibilities. What we lack in policy, we can compensate for with determination and coordinated effort. Here is where that effort matters most:

1. Geographical Indication (GI) Registrations

There is no structural barrier preventing GI registrations for grapes or wines. Progress is slow but ongoing. The successful national and international registration of Avşa’s Adakarası grape and its wine is a clear example. These efforts can and should be carried out by producers, associations, and even individuals. This is where the burden falls on us, the stakeholders of the sector.

2. Indirect Support Through Tourism Policy

It is ironic that a political structure uncomfortable even with the public use of the word “wine” supports Turkey’s participation in ITER VITIS under the Council of Europe. Yet this platform gives Turkish producers and stakeholders a rare international voice. It also increases the global visibility of existing and emerging wine routes in Turkey. WAYANA is part of this network, and we see first-hand what it can offer.

3. The Strength of Turkey’s Quality Producers

Although the number of Turkish producers is small, the quality level is absolutely competitive. International awards already demonstrate this. The problem is not quality but visibility. Turkish wines are absent or barely present in the global consumer’s repertoire. What can change the game is this: A foreign visitor who discovers Turkey’s wines and terroirs here, in person, through a memorable hospitality experience, followed by smart, personalized follow-up communication. That is how you create ambassadors.

4. Turkey as a Global Tourism Destination

We cannot count on national policy to elevate awareness of Turkish wine, but Turkey’s tourism power is already immense. This is our leverage.

Foreign visitors who drink wine are primarily looking for local products. Our experience at WAYANA proves this over and over again. The surprise on their faces when they encounter Turkey’s diversity and quality is almost universal. This makes the hospitality sector the frontline of perception building. Businesses and trained staff who understand and present local wines well become the de facto ambassadors of “Turkish Wine,” accomplishing something the state itself cannot or will not do.

5. Turkey’s Astonishing Grape Diversity

Turkey’s national grape repositories hold 1,459 grape varieties. No other country comes close. While not all have been fully evaluated for winemaking potential yet, 82 indigenous varieties are already used to produce wine, and that number will grow. Positioning this diversity as “an adventure worth discovering” alone can significantly strengthen the perception of Turkish wine.

6. Anatolia’s Extraordinary Archaeological Wine Heritage

From the domestication of the vine onward, Anatolia has been part of both the Fertile Crescent and the cradle of winemaking in the Caucasus. Ancient wine presses lie scattered across the entire country. In short, wine archaeology is inseparable from the Anatolian landscape. Very few countries can root their wine identity in such deep history. This heritage is a powerful asset for the “Turkish Wine” narrative.

7. Rich Collections of Wine-Related Artefacts in Turkish Museums

Patrick McGovern, the late “Father of Wine Archaeology,” often said the richest museum in the world for wine artefacts is Ankara’s Museum of Anatolian Civilizations. Even though the word “wine” is sometimes awkwardly omitted from labels, the objects exist, and many are on display. This too adds weight to the Turkish wine story.

IN SUMMARY

The times may feel discouraging, but the wealth of this land is still beneath our feet. Instead of waiting for the winds to change, we can build a voluntary, sector-led promotional movement: hotels, agencies, guides, producers, wine bars, retailers… all working together to tell Turkey’s story. Sometimes the public sector leads. Sometimes it follows. But we must decide our own role.

Let’s stay committed. Let’s take responsibility.