Obtaining a geographical indication for Chaca was one of the first steps that Georgia took to protect this important national product. This gives Chacha producers throughout the country a valuable tool for assuring their customers that they are purchasing authentic, traditionally made Georgian Chacha. The Chacha geographical indication therefore helps in two ways: it strengthens the brand internationally and increases exports; and it draws in visitors from abroad for wine tourism experiences (which may lead to travel to the wider Caucasus region). The Chacha geographical indication is something uniquely Georgian that the government and producers can leverage to bring in more tourism and foreign direct investment (FDI). For example, in the popular and up-and-coming resort of Batumi on the Black Sea coast, the local government has implemented a unique campaign based on the power of the Chacha brand. A 25-meter tower was built in the city center in 2012, with an observation deck, clock, pools and tourist information center. Outside the tower, an ornate water fountain flows with locally produced Chacha, instead of water, for 10 to 15 minutes each week. This creative initiative has the potential to increase tourism and stimulate the local economy.17 Thus, GIs not only protect goods that have a specific geographical origin and possess qualities or a reputation due to that place of origin, but also are a powerful IP tool to promote tourism destinations and stimulate local economies.18 CONCLUDING REMARKS The analysis of intellectual property rights within the context of Georgian gastronomic tourism demonstrates that IPR frameworks are more than legal instruments – they are strategic levers for cultural preservation, economic development, and international visibility. Copyright, traditional product labeling, and geographical indications not only safeguard authenticity but also ensure that the benefits of commercialization flow back to local communities, thereby reinforcing cultural identity and sustaining intangible heritage. Georgia’s accession to the Geneva Act of the Lisbon Agreement represents a turning point, providing new opportunities to extend the protection of its unique gastronomic products onto the global stage. The case of Georgian Chacha handle.net/10986/33029>, accessed 20 August 2025. 17 See World Intellectual Property Organization (WIPO) and World Tourism Organization (UNWTO) (2021), Boosting Tourism Development through Intellectual Property, Geneva: WIPO, p. 62. 18 See Ibid, p. 16. 299 INTELLECTUAL PROPERTY RIGHTS AND GASTRONOMIC TOURISM IN GEORGIA
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