Table of Contents y y Gurieli Born in Georgia 1 Pampered by - PDF document

Table of Contents

y y Gurieli – Born in Georgia 1 Pampered by Natural 19 y y From The Beginning 2 Gurieli Fruit Tea 20 y y Georgia and Tea 5 The Natural Treasure of Georgia 23 y y Uniqueness of Georgian Tea 6 Gurieli Herbal Tea 24 y y Gurieli - the Georgian Brand of Tea 8 Rcheuli 27 y y Our Awards 10 Georgian Baikh tea 29 y y Prince Gurieli 13 Ali Sultan 30 y y Gurieli Classic Tea 16 GeoPlant 33

The Beginning of New Era

BEING PROUD OF WHAT WE DO, WE WOULD LIKE TO PRESENT THE BEST GEORGIAN BRAND OF TEA . The idea of Gurieli was born in 2008. Two years We see ourselves as partners with our valued of intensive work with the production managers, customers, employees and community, promoting workers and farmers, financial institutions, govern- healthier lifestyle and helping them to lead happi- ment officials and international partners – market- er lives. ing companies, vendors and consultants followed. And in 2010 the first packs of packed, branded Gurieli, made of premium quality green tea leaves could be found in all shops across Georgia. Since then we have been working on development and perfection of this umbrella brand. Each day, step by step, full of passion we strive towards our mission: To provide the healthiest drink of the mil- lennium to the world from the finest, environmen- tally-friendly, best tea plantations of rural Georgia. 1

From the Beginning Prince Mamia V Gurieli (1809-1826), last ruler of These were brought to his botanical garden by the Guria principality in Western Georgia, took great Scotsman Jacob Montague Marr, together with interest in transforming and developing the agri- other exotic plants. Cultivation of this once un- cultural sector. known plant has laid the grounds for the develop- ment of what in the following decades became one Following the advice given by the French botanists of the biggest agricultural industries in Georgia. Andre Michaux and his son Francois Andre Mi- chaux, who were the first to bring the tea plant to the United States in 1799, the Prince ordered the first Tea - Camellia Sinensis samples. 2

It was back in 1809, two hundred years ago...

Georgia and Tea

1861 the first Georgian “baikhi” tea was produced In 1980’s the Georgian tea industry already en- on an industrial scale. After exhibiting the prod- gaged 190 000 employees, owned more than 70 uct at the Russian agricultural exposition in St. thousand ha of tea plantations, 140 primary pro- Petersburg (1864), Georgian tea gained acknowl- duction, 25 tea packing and 3 mechanical factories edgment. The first notable shipments were made and a number of industrial units. to Russia in 1885 and soon the Georgian tea could be found in shops across Europe. In 1899 Georgian Georgia produced 600 thousand tons of green Tea was awarded Golden Medal at Paris Interna- leaves or 133 thousand tons of tea becoming the tional Exhibition. fifth largest tea producer in the world after India, China, Japan and Sri-Lanka. 1900s tea producing companies started emerging, more and more tea plantations were cultivated and new processing factories were built. The Geor- gian tea industry saw rapid and remarkable growth under the Soviet Union. 5

Uniqueness of Georgian Tea Due geographic location, climatic conditions, tem- peratures that vary drastically between summer and winter determine the unique character of Georgian tea. Due to natural factors, it is not nec- essary to use of pesticides and herbicides therefore our tea is ecologically pure and the environment is less polluted. The number of sunny days in Georgia, optimal av- erage annual temperature (+12.5 - +14.7 C) and subtropical climate contribute to the quality of tea leaves. Strong contrast between day and night- time temperatures during the period when the tea shoots start to appear, produces aromatic sub- stances in the delicate sprouts of the plant creating a complex bouquet of aroma unique to Georgian tea. 6

It is noteworthy that Georgia has played an essen- tial role in the study of tea cultivation worldwide. Georgian scientist, Ksenia Bakhtadze first proved the principle that different varieties of tea could be crossed to create plants with unique traits. Through the generational selection method, she managed to make over 16 hybrid varieties charac- terized by high frost-resistance and economic effi- ciency. 7

The primary idea behind this new venture was to Other Awards include: create the Georgian brand, that would become the sign of quality and reliability. Decision of cooper- GOLDEN HAMMER - SILVER FOR THE “MAKING OF ating with the famous Ogylvy and Mather Group GURIELI FRUIT TEA VIDEO” , CATEGORY: CRAFT 2012 was crucial as together, we managed to build the brand with value – Gurieli, which represents a y Kiev International Advertising Festival - unique blend of tradition and novelty, as the tea Bronze (category: graphic design), short-list manufacturing has a 200 year long history and is (category: design in marketing communica associated with the established Georgian industry and production of the branded, packed Georgian tions) 2010 tea after the years of the crisis in this sector is re- y Armenian Advertising Association : Special lated with re-birth. The concept behind the brand Prize “Nation’s Favorite in Advertising”2010 quickly gained international recognition and con- y sumer loyalty.. International Advertising Festival ‘Golden Drum’ - Finalist 2010 Moscow International Our packaging and concept has had success on nu- Advertising Festival ‘Red Apple’ - short-list merous international competitions. The “Gurieli 2010 Export” packaging has been awarded with Gold at the Idea! Festival in Minsk, Belarus. “Gurieli Export” y International Festival ‘Popok’, Armenia - packaging was shortlisted for the “The Big Book of short-list 2010 Packaging” in 2011, which features the most inno- vative works from around the world, where you can find only the brands with best advertising, de- sign and packaging of the year. 8

Gurieli- The Georgian Brend of Tea

Golden Brand of Georgia National Business Award For four consecutive years 2010, 2011, 2012, 2013 In 2013 “Geoplant” was selected by Media Holding brand “Gurieli” received the title of “Golden Brand” “Georgian Times” and Marketing research associa- on the annual award ceremony organized by tion “Gorbi” and we received the National Business “The Global Idea”. Award for the Revival of Traditional Industry and High Ecological Standards. The title is awarded based on various factors in- cluding brand awareness, popularity, advertising, In October 2014 we received the second National PR activities and surveys. In 2013 our newest brand Business Award for Successful penetration of New “Prince Gurieli” received the Golden Award. Export Markets and implementation of New Tech- nologies. 10

Mercury Award In 2012 we received the Mercury Award – Compa- ny of the Year for “Revival of Traditional Industry” granted by the Ministry of Economy and Sustain- able Development of Georgia.

Touch of the Past, Taste of the Future

Prince Gurieli is our exclusive products, the newest freshness and purity, Prince Gurieli allows you rel- one, released in 2014. It is made from highest qual- ish the Georgian tea tradition. ity, ecologically pure tea leaves grown in the high mountain plantations of Caucasus and handpicked Together with loose black and green tea in tin box- in May, when the tea sprouts are newly flourished. es, for the first time in Georgia we introduced the Carefully processed, these are later transformed exclusive pyra-pack (silk pyramids) packaging to into what can be regarded as the ‘Everest’ of Geor- the market. gian tea. With each cup of overflowing dainty green leaves, treated one at a time, opulent aroma, refined taste, 13

Prince Gurieli TRADITIONAL BLACK TRADITIONAL GREEN EARL GREY 14

Prince Gurieli JASMINE BLOSSOM ALPINE BERRY WILD MINT 15

Gurieli Classic CLASSIC GREEN CLASSIC WITH BERGAMOT CLASSIC BLACK GREEN WITH JASMINE 16

The best Georgian brand of tea .

Pampered by Nature

Georgian nature unveiled to us the mystic art of The first ever branded fruit tea in Georgia is the fruit tea making. Since olden times, Georgian fruit “Gurieli Fruit Tea” – an exclusive product, which has been renowned for its delicate aroma and offers a full glimpse of tastes that Georgia’s diverse outstanding taste. With every cup of Gurieli fruit nature has to offer. Georgian Berry, Georgian For- tea, discover juicy golden citrus of the subtrop- est Fruit and Georgian Subtropics are three differ- ical Kolkhian lowland, bubbly untamed berries ent types of fruit teas, which are all made of a mix of the Caucasus mountain slopes, and blazing sa- of dry, wild-grown fruits. vory fruits from lavish orchards of eastern Georgia. 19

Gurieli Fruit Tea GEORGIAN BERRY GEORGIAN FORES GEORGIAN SUBTROPICS 20

Pampered by Nature

The Natural Treasure of Georgia