Abstract
This paper examines how Georgia uses the “Cradle of Wine” narrative in country marketing and in the digital presentation of cultural heritage. Through qualitative content analysis of official tourism communication, wine-promotion materials, and selected mediated texts, it shows that heritage works differently across audiences: familiar publics respond to recognition cues, whereas unfamiliar markets require clearer explanation and stronger quality proof. The study proposes recognition-first, proof-first, and hybrid communication strategies. It also argues that digital and media-based visibility can support the broader safeguarding environment of living heritage by strengthening awareness, legitimacy, and international recognition of traditional practices.