01 — The Problem

The Three-Tier
Law

US alcohol law makes it illegal for a Georgian winery to sell directly to an American buyer. Here is what that actually means — and how we navigate it.

Aged wine bottles in wooden rack

The United States has one of the most heavily regulated alcohol distribution systems in the world. It was designed after Prohibition ended in 1933 to prevent any single entity from controlling production, distribution, and retail simultaneously. The result is a three-tier system that every wine sold in America must pass through — without exception.

Tier One — Producer: The Georgian winery that makes the wine. They can sell to licensed importers. They cannot sell to retailers, restaurants, or consumers in the US directly.
Tier Two — Importer / Distributor: A federally licensed US entity that brings the wine into the country, handles customs and TTB compliance, and sells to the retail and hospitality tier. This is the critical bottleneck for Georgian producers.
Tier Three — Retailer / Restaurant: The wine shop, restaurant, or hotel that sells to the final consumer. They buy from distributors, not directly from producers.
"A Georgian winemaker cannot legally sell a single bottle to a New York restaurant. Not because the wine is not good enough. Because the law requires a licensed importer in between."

What this means for Georgian producers

For a small Georgian winery with no American contacts, no understanding of US import law, and no experience with TTB label approval requirements, this system is effectively a wall. The wine might be extraordinary. The story might be compelling. But without a licensed US importer willing to represent the product, nothing gets through.

Even securing TTB label approval — a federal requirement for every wine label sold in the US — takes 60 to 90 days and requires specific information that many Georgian producers have never had to provide for any other market.

What this means for American buyers

A restaurant wine director who wants to add a Georgian amber to their list cannot buy it directly from the producer, even if they have a personal relationship. They must source it through a licensed importer or distributor. If no importer carries the wine they want, it is simply unavailable — regardless of quality or interest.

This is why the introduction matters so much. Getting a Georgian producer in front of the right US importer is not a nice-to-have. It is the only legal pathway to an American shelf or wine list. Eastbound exists to make that introduction happen — correctly, credibly, and with both sides prepared for the conversation.

Ready to close the gap?

Whether you are a Georgian winemaker or an American importer, we can help.

Start a Conversation →
← Back to The Problem