Written by Nick Russell

Most Georgian producers who want to enter the US market think it will take six months. The ones who have done it know it takes eighteen to twenty-four. Here is what actually happens between first contact and bottles on shelves — and where the time goes.

Months 1–3: Preparation.

Before any introduction to an American importer is worth making, a producer needs to have their US market readiness in order. This means understanding TTB label requirements and what changes need to be made to existing labels. It means having English-language tasting notes and producer materials ready. It means knowing your export pricing and minimum order quantities. Producers who skip this phase and go straight to importer outreach lose months recovering from conversations that stall on practical questions.

Months 3–6: The introduction and evaluation.

A warm introduction to the right importer moves faster than cold outreach by months. The importer receives samples, shares them with their team, evaluates fit with their current portfolio. This is not a fast process — importers are managing dozens of relationships and their own sales cycles. Expect this phase to take two to four months even when things are going well.

Months 6–12: Negotiation and first order.

If the importer wants to move forward, there is a period of commercial negotiation — pricing, volume, exclusivity, territory. Then TTB label approval, which takes 60–90 days on its own. Then the first order is placed and the logistics of international wine shipping — containers, customs, warehouse arrival — add another four to eight weeks.

Months 12–24: First accounts and reorder.

Georgian winery ready for the US market?

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