The great Georgian artist Petre Otskheli was not allowed to leave behind a vast legacy, yet he created an entire era—not only in scenography but in Georgian culture as a whole. In the 21st century, numerous illustrated books about the artist have been published in Georgian and foreign languages. Those who have come across these books or attended his exhibitions—perhaps even recently at Europalia, at the BOZAR Center for Fine Arts in Brussels, where the exhibition "Avant-garde in Georgia – 1900-1936" was held—have surely discovered a previously unknown great artist, been amazed, and left in awe upon learning that these masterpieces were created by such a young artist. He was a wunderkind in art, and for us—who are still mesmerized by this prodigy scenographer—his exhibitions will be even more valuable, encouraging visitors to take a greater interest in his work, his homeland, and to visit Georgia. What will visitors learn and see in Georgia? They will learn that even nearly a century later, Otskheli still captivates Georgians with the laconic decorations and delicate costumes of Uriel Acosta, which together create an eternally immortal, living canvas. If a visitor goes to the artist's hometown of Kutaisi, they will proudly hear that this great artist of European caliber was born in this European city, in the family of a Catholic merchant. At 20 years old, Petre was already in Tbilisi, studying at the Tbilisi Academy of Arts. At the same age, he designed a production for the Workers' Theatre. His sketches deeply impressed Kote Marjanishvili, who invited him to the theater. In less than two years, a masterpiece was born—the eternally immortal Uriel Acosta. Here, in this country, both inside and outside museums, visitors will undoubtedly hear the tragic story of how the Red executioners took his life. Petre Otskheli’s works can be seen at the Marjanishvili Theatre Museum, the Palace of Arts, and the Simon Janashia Museum of Georgia. After viewing them, just like scenography specialists, foreign visitors will also realize that Otskheli’s art never ages—it only becomes more and more modern over time. This will become even more evident when they see young people on the streets of Tbilisi wearing hoodies and T-shirts printed with Otskheli’s sketches. Many will wonder how Otskheli managed to create such art in the Soviet Union, where constructivism was declared formalism and suppressed. The theater saved Petre Otskheli—he was a theater artist and was merely perceived as a set designer, a background creator. However, he was not just creating backgrounds; he was shaping the metaphysical environment that guided actors’ actions, gestures, and speech styles. Otskheli loved the theater with all his being and felt its essence. He loved actors, who became his muses. Their inner temperament and plasticity were transferred into his sketches and later onto the stage. His favorite muse was the great actress Veriko Anjaparidze. A person interested in Otskheli’s work who visits Tbilisi will find a sculpture in Mtatsminda Pantheon depicting the great Georgian actress precisely in the role of Judith—wearing a Petre Otskheli-designed costume and seated in his envisioned chair. A similar statue adorns the courtyard of the Marjanishvili Theatre as well. The artist was executed in 1937 at the age of 30, but nothing could diminish the vitality and immortality of his art. Decades later, his work crossed borders, breathing new life into the artist. Petre Otskheli has become one of the faces and symbols of his homeland within the broader European cultural space, where he has always belonged—by the rank, essence, and nature of his work.

"Borjomi" is not just water—it is a natural heritage that reminds us that true wealth is hidden in nature. It not only nourishes us with minerals but also offers the experience of a place where the connection between humans and nature is still palpable in Georgia. Here, we will share one of the most remarkable stories of such connection. If you want to see the life of the North Caucasus and Georgia’s mountainous regions, if you love hiking, if history interests you, if you are looking for a new adventure, or if you simply want to see something in Georgia that you have never seen before, then you must visit Truso Valley. When you arrive in Kazbegi, you can ask anyone how to get to Truso, and they will gladly give you advice on how to prepare and what not to miss. Planning and preparation (as always) will be essential. So, you enter Truso Valley. The first place that greets you is the village of Abano. It is a beautiful village. Although it is called a village, no one actually lives there (just like in nearly twenty other villages in the valley). Only a monastery remains, where monks reside—just as most monks do in Georgia’s highlands, in beautiful natural surroundings, in a kind of light solitude (if such a thing exists), following a strict routine, and always ready to welcome travelers. In general, a sense of readiness is felt at every step in the valley. Even in pre-Christian Rome, the strategic importance of Truso Valley was well understood as a defense line against northern invaders. And, as always, this primarily influenced architecture—but we will discuss that further below. A few hundred meters deeper into the valley from the village of Abano, there is an active border checkpoint, where having your documents in order will come in handy. It is a small outpost, and the guards serve as border protectors do near Georgia’s more "tense" borders—under conditions that may not seem comfortable from a tourist's perspective but with remarkably good spirits and an unwavering love for their country. Sometimes, they roast sunflower seeds on a small stove and will insist on offering you some. If you spend more time with them, they will point you to a nearby spring and convincingly explain why you must try its water. For example, I was given this explanation, and tell me if it doesn’t sound convincing: "Whenever we get stomach aches from eating canned food all the time, we drink from this spring. Our stomachs rumble for a minute or two, and then we immediately feel better." The stones around the spring are reddish in color, but this does not surprise you because you have already seen Truso’s famous travertines along the way and know that the spring is mineral-rich, or as the locals say, it "bubbles." Truso Valley is also home to the "Bottomless Lake," which, like the springs, is entirely filled with mineralized, carbonated water. Unlike the springs, though, here you can actually see the bubbling water with your own eyes (locals also call it "Bubbling Lake"). From the border outpost, you can already see the first abandoned village deep in the valley—Burmahevi. It seems as if it was intentionally positioned to look impressive from the outpost, so that if you arrive unprepared and cannot proceed further, you will be compelled to return again. From a distance, the first thing you notice is what Georgia’s mountain people take pride in—the towers remain standing the longest. It is hard to believe that just 30 years ago, Truso’s villages were still inhabited and that people lived in houses that are now reduced to mere walls. Instead, you get the impression that the area has been abandoned for centuries. This is largely due to the harsh winters, but locals also say that tourists and shepherds share some of the blame. (So, if you decide to visit the valley, keep in mind that for your own safety, it is best not to damage what has to survive yet another winter.) As you follow the Tergi River deeper into the valley, you see that almost every hilltop has a tower. Not long ago, every one of these spots was home to a village. If you are traveling with someone who regularly visits Truso, you will undoubtedly hear remarks like: "Last year, this crack wasn’t here.""This wall was still standing last year.""The towers hold up better.""Next winter, it won’t survive." This only strengthens your desire to go further into the valley, to see all the villages while their traces still remain. Gradually, as you ascend (after all, you are nearing the source of the Tergi River), the oxygen levels drop, and you find yourself tiring faster than you expected. But it is still worth reaching the end of the route—the village of Resi, which stands at an altitude of 2,405 meters above sea level. What does it mean for a village to exist at 2,405 meters above sea level? It means that at one time—not long ago, in fact, until 1989—Resi was the highest permanently inhabited village in Europe. It was higher than Ushguli (the previous record-holder) and higher than Bochorna (the current record-holder). Now, however, Resi stands empty, just like the rest of the valley. Finally, let’s just say that getting to Truso Valley is difficult, but not impossible. Bad roads and harsh weather are not the biggest obstacles—you can always hike several dozen kilometers or choose the right season. But if you do not fill out a special application form several days in advance and notify the national security authorities responsible for border safety about your route, you will only get to see the beginning of the valley. That means you will have to turn back, carrying only 10% of the impressions that await further ahead. So, you arrange your paperwork, plan your route, and set off.

The first Georgian mineral water celebrates its 135th anniversary this year.135 years ago, "Borjomi" was first bottled in an industrial manner. The oldest photos depicting "Borjomi" production are preserved in the Library of Congress in the United States. Their author is Sergei Prokudin-Gorsky, a pioneer of color photography. The Library of Congress archive contains 20 photographs depicting Borjomi and its valley landscapes, the Borjomi water factory, and mineral water sources: "Workers preparing Borjomi mineral water for transportation""Mineral water bottling department""At the mineral water source in Borjomi""Borjomi resort, vacationers drinking therapeutic water""View of Borjomi from Torsky Plateau""Olga's Bridge""Woman in traditional festive attire in Borjomi Park""Mikhail Nikolayevich Romanov's Palace"These are the titles given by Sergei Prokudin-Gorsky to the photographs he took in Borjomi between 1905 and 1915. Sergei Prokudin-Gorsky first visited Georgia in 1905 and then again in 1912. He captured the first color photographs of Tbilisi, industrial photo reports in Batumi, newly planted tea plantations in Adjara, the Chakvi tea processing factory, and many other color photo documents of early 20th-century Georgia. Prokudin-Gorsky dedicated his life to studying photography. He developed a camera that captured three consecutive frames on black-and-white film using blue, green, and red filters. With a projector of his own design, he was able to display astonishingly realistic color images. In 1909, Prokudin-Gorsky sought support from Russian Emperor Nicholas II to implement a unique project. He aimed to document the empire’s diverse history, culture, and modernization using new color photography technologies. The royal chancery immediately granted him unlimited permission to take photographs. A specially equipped Pullman railway car with a built-in photo laboratory was prepared for the expedition. He also had at his disposal steamships, boats, and a Ford automobile for traveling through unpaved roads. The photographer traveled across Finland, the Caucasus, Crimea, Samarkand, Bukhara, and the Ural region, capturing nearly 10,000 photos that documented the Russian Empire in an unparalleled manner. After the Bolshevik Revolution and the execution of the royal family in 1918, Prokudin-Gorsky fled to Norway and England before settling in France. He managed to take a significant portion of his photo archive with him. In Paris, he worked with the Lumière brothers and opened his own photography studio. Prokudin-Gorsky passed away in 1944. In 1948, the U.S. Library of Congress purchased his glass-plate negatives from his heirs—a total of 1,902 negatives, 139 of which were taken in Georgia. This is how the unique photographic documents depicting the production of Borjomi mineral water ended up in the Library of Congress.  

IDS Borjomi Georgia continues to expand its presence in the sweet, carbonated beverage category by offering consumers a 100% natural Georgian Lemonade, now in premium glass packaging, exclusively from Borjomi. With this new development, the brand enters a new stage and further strengthens its connection to the gastronomy segment. “Limonati by Borjomi” was launched in 2024 and quickly won the hearts of consumers both in Georgia and in export markets. For Borjomi – a brand with a 135-year legacy – introducing the lemonade line in aluminum cans was a significant and innovative step that successfully established itself in over 15 countries worldwide. Ivane Matchavariani, General Director of IDS Borjomi Georgia: “Entering the sweet, carbonated beverage market, especially in such a competitive environment, was a fascinating challenge for us — one we managed to overcome successfully. Today, our goal is to elevate this unique product to a new level, and the premium glass packaging serves exactly that purpose. The product’s unique natural composition truly sets it apart. We’re especially proud that “Limonati by Borjomi” is enjoying equal success both in Georgia and in export markets — marking another important step in the brand’s growth.” “Limonati by Borjomi” is made from 100% natural ingredients, including Borjomi mineral water and natural Georgian fruit juice. The product contains no artificial additives or preservatives. It comes in four flavors: Pear, Adjarian Mandarin, Tarragon, and Citrus. The packaging design was developed by an Italian branding agency. The label on the glass bottle visually mirrors the design of the can, combining elements such as Borjomi Gorge, mineral water, and the brand’s iconic symbol — the deer into an oval-shaped image alongside ornaments inspired by traditional Georgian architecture. “Limonati by Borjomi” is produced at Borjomi’s Bottling Plant No. 2 and will be available both in the Georgian market and across countries in Europe and Central Asia.

"Open, enjoy, feel lightness" — is the new ritual that Georgian mineral water "Borjomi" introduced in the newest video clip, unveiling the latest campaign to audiences worldwide.   The campaign and the video concept was created by the “Skipads” agency. Then the creative agency "Leavingstone" worked on the campaign execution, showcasing Borjomi's 135-year legacy across different eras and highlighting its historical significance. For years, mineral water has been an essential part of gastronomy, and this tradition continues today. "Borjomi" remains a central feature of family gatherings and festive tables. Its unique properties make every dish lighter and more flavorful. To authentically showcase Georgian culture and cuisine, filming took place across Georgia for seven days. From the Caucasus mountains to the Black Sea coast, "Borjomi" has crafted a true gastronomic adventure. Emily Koridze, Creative Director at Leavingstone  Filming with Borjomi is always interesting and full of adventures, since the new strategy deepens Borjomi's connection to Georgian roots, highlighting the beauty of Georgian nature, cuisine, culture, and music. This focus allows us to explore stunning parts of Georgia, revive cherished Georgian melodies, and proudly showcase what we love on screen. While this journey involves significant effort and numerous small challenges, the reward is truly worth it.   Levan Lepsveridze, Co-founder and creative director of Leavingstone Borjomi is a global brand with a genuine commitment to high standards. We work on campaigns that target multiple markets at once, which means at the end of the day we end up creating hundreds of unique assets and pieces of content. For us each project presents a new creative challenge and a great learning experience. It’s not often you see a brand in Georgia taking on such ambitious and detailed work. For this year’s campaign, we wanted to show that Borjomi is truly an essential part of our culture, hospitality, and gourmet adventures. Borjomi allows us to enjoy a wide range of dishes without losing that special Georgian charm in every dining experience.  

The new can packaging of Borjomi was recognized as the best design! Natural mineral water Borjomi was named the best drink in can packaging at Zenith Global Water Drinks Awards 2024, held in Frankfurt. 2024 Global Water Drinks Awards was hosted by Germany this year. The winning companies were named at the gala evening of the 21st International Water Congress. The international jury selected 15 winners from 120 applicants across various categories. Among them is the new packaging of “Borjomi,” which will be appeared in Georgia very soon. For 30 years, Zenith Global has been evaluating products in the beverage and food industries with various criteria and announces winners in several categories. This year, Borjomi proudly secured its third win at the prestigious Zenith Global Award. Representing alongside industry leaders like Coca-Cola, Danone, Gerolsteiner, and Icelandic Glacial Water. This recognition highlights Borjomi's commitment to excellence on the global stage. Which is an honor and a point of pride. We would like to remind you that in May, at the Zenith Annual Innobev Awards 2024 held in London, "Borjomi" won two awards with its innovation “Limonati by Borjomi” - Best Premium Drink and Best Marketing/Social Media Campaign.

Georgian mineral water “Borjomi” launches a new communication campaign and invites us to a gastronomic adventure. "Open, enjoy, feel lightness” this new statement sets the tone for a new line of communication, reminding us of a ritual that has existed for more than 135 years. It highlights the importance of Borjomi as a key part of every culinary experience, making every dish feel lighter and more enjoyable. With a 135-year history, Georgian mineral water has always been a staple at our table. Today, Borjomi proudly honors this heritage, which has even inspired its new positioning. And the Brand truth remains unchanged — mineral water with its unique composition and properties makes us feel light even after enjoying a meal of any kind. The Georgian creative agency Leavingstone developed the new communication campaign for Borjomi. With the help of the new commercial, along with Georgia, the brand will also be presented in global markets.

Georgian mineral water "Borjomi" has been creating history for 135 years. The brand, proud of its rich heritage and unique natural composition, will present itself to various markets around the world with an updated visual identity. "Borjomi" is not just a brand, it's a commitment to its heritage. Crafted through a harmonious mix of traditions, pride in the brand's history, and a focus on its premium products, "Borjomi" continues to grow and expand into new markets. This is how the brand ensures consistency across the core and line extensions, staying true to its roots. The brand's rich history inspires the updated identity. On the new packaging, the iconic symbol of "Borjomi" - deer, is now prominently featured on both the front and central sides of the bottle. The proudly standing deer reminds us of "Borjomi's" legendary discovery while conveying the brand's respect for its rich past. Throughout history, "Borjomi's" landscape has been presented on the bottle in an oval shape. To honor this tradition, the Borjomi mountains alongside the deer will once again appear on the packaging, this time in a modernized oval shape. This change highlights the brand's high quality and premium feel. The updated packaging also gives the brand an opportunity for consistency — to expand product categories without losing the connection between them. The visual consistency of the brand and its sub-brand is evident in the newest "Borjomi" product, "Limonati". "This design architecture strategy will be fundamental to the brand as it extends into other categories in the coming years." — This is how visual identity author Osborne Pike describes the update. Today, "Borjomi" stays true to its history, proudly narrating its legendary tale through updated packaging. By blending the pride of its traditions, driving premiumness, and visual consistency, "Borjomi" continues to share Georgian culture with every customer.

The Same "Borjomi," Now With New Packaging Mineral water “Borjomi” updates its packaging. The brand with 135 years of history will gradually introduce its updated visual identity to both Georgian and export markets. The new visual identity is inspired by the rich history of the brand. The main symbol of “Borjomi” – a deer is prominently featured on the updated packaging, appearing on both the front of the bottle and the center side of the label. The key elements that define “Borjomi” over the years, including the mountains of Borjomi, which together with the logotype, the deer and the buvette combined in one modern oval visual image, are even more emphasized. Additionally, the name is highlighted in both Georgian and English in the central part of the label. The green cap of “Borjomi” remained unchanged. The renewed packaging further emphasizes the premium nature of the brand. British branding agency Osborne Pike worked on the redesign of the first Georgian mineral water “Borjomi”.  According to the company, the new packaging emphasizes the continuity and long history of “Borjomi”. At the same time, the updated visual identity gives the brand an opportunity to expand categories and retain a connection with the products in the portfolio, a vivid example of which is Borjomi Lemonade.