Beyond the Vineyard – A Case Study about Women’s influence on the Economy

Written by Nino Gochashvili, Claire Ballinger and Jana Kistler, students from Tbilisi State University and the University of Zurich.  

Gendered biases can be found in almost all places and sectors and are mostly influenced by culture, religion and stereotypes (Kharistvalashvili, 2016). These prejudices form barriers making entry into the workforce or starting a new business harder for women. Multiple articles state that overall economic development is positively correlated with gender-inclusive policies. These economic developments are created through more innovation, higher productivity levels, higher financial performance, and more competitiveness. Also specific to businesses the report written by S. Sri Guan et al. (2024, p.95) states that "businesses that embrace gender diversity tend to outperform their less diverse counterparts, benefiting from a wider talent pool, enhanced decision-making processes, and increased market responsiveness.". To increase economic development within a country, promoting women's entrepreneurship and empowerment is key.

Georgia is famous as the birthplace of wine, with an 8,000-year-old winemaking tradition (UNESCO, 2013). For centuries, winemaking was considered a male domain but today, women are stepping into the spotlight. From crafting traditional Kvevri wines to launching innovative brands, women are proving that they can honour centuries-old methods while bringing fresh ideas to the market.

These entrepreneurs are not just making wine, they're building businesses, reaching international markets, and boosting local economies. Programs like the EBRD Women in Business, TBC Bank's Bank for Women, and the Produce in Georgia initiative provide crucial mentorship, training, and financial support to help women turn ideas into thriving businesses (Bank of Georgia, 2025; European Bank for Reconstruction and Development, n.d.). Still, private initiatives alone aren't enough. Government support through policies, incentives, and programs can create long-term opportunities and help women scale their ventures sustainably (Eu Neighbours East, 2025).

To encourage further development benefiting the whole country, women need to be encouraged via implementing favourable terms, creating inclusive policies not only in the economic sector but also in social aspects and generating opportunities supporting women's businesses. Such conditions can include easier access to economic resources and financial support such as low-interest loans or programs designed specifically for woman-led businesses.
Investing into strengthening the social sector is equally important. These could include providing subventions for childcare, promoting shared household responsibilities and tackling gender-based stereotypes through education to reduce the unpaid care work gap that is disproportionally affecting women (Sri Gugan et al., 2024, p.95; Kharistvalashvili, 2016).

Women's entrepreneurship is more than just a tool for individual empowerment. It contributes to the broader economic development including innovation, productivity and economic growth (Sri Gugan et al., 2024, p.100-102). The case of wine production in Georgia shows how women entering male dominated sectors can strengthen local economy. However, this requires not only private initiatives but change in government policies and social reforms to ensure women have access to financial support, networks and other economic resources (Kharistvalashvili, 2016).

References:

Bank of Georgia. (2025). Women Entrepreneurs Development Program. https://bankofgeorgia.ge/en/business-old/undp

European Bank for Reconstruction and Development (n.d.). Women in Business. https://www.ebrd.com/home/what-we-do/products-and-services/support-for-start-ups-and-msmes/our-programmes/women-in-business.html

Eu Neighbours East. (2025, March 4). You can too! How the EU supports women entrepreneurs in Georgia. https://euneighbourseast.eu/news/explainers/you-can-too-how-the-eu-supports-women-entrepreneurs-in-georgia/

Kharistvalashvili, N. (2016). Women's Role in Developing Economies: Case of Georgia. European Journal of Sustainable Development, 5(1), 47–42. https://doi.org/10.14207/ejsd.2016.v5n1p47

Prakasit Khuansuwan. "Happy Young Women Gardener Holding Branches of Ripe Blue Grape 4550699 Stock Photo at Vecteezy." Vecteezy. Retrieved November 25, 2025, from https://www.vecteezy.com/photo/4550699-happy-young-women-gardener-holding-branches-of-ripe-blue-grape.

Sri Gugan, S., Jerom Stuward, J., & Subhashini, A. (2024). The Role of Women in Economic Development. Shanlax International Journal of Economics, 12(2), 94–103. https://doi.org/10.34293/economics.v12i2.7211

UNESCO. (2013). Ancient Georgian traditional Qvevri wine-making method. https://ich.unesco.org/en/RL/ancient-georgian-traditional-qvevri-wine-making-method-00870