BORJOMI mineral water is probably Georgia's best-known brand. It is popular across the former Soviet Union where some see it as an effective hangover cure.
Even if Georgian wine and mineral water return to Russia, they may not thrive.
Over the last seven years, Borjomi lost its niche in the Russian mineral water
market, where it once accounted for 13% of the market, to mid-range domestic
brands. According to the company's boss, Zaza Kikvadze, Borjomi will now target
the market's premium
segment with French brands such as Evian and Perrier as its main rivals.
Similarly, Georgian wine now faces new competition from Latin American wines and
others in Russia.
