“For People With Guts“ platform turns functional mineral water into a bold cultural statement NEW YORK, NY & LOS ANGELES, CA — Borjomi, the iconic volcanic mineral water brand with more than 135 years of heritage, is accelerating its expansion in the United States — moving beyond ethnic retail into premium natural chains across New York and Los Angeles, alongside a nationwide rollout on Amazon. Long trusted by diaspora consumers, the brand is now introducing mainstream America to a new proposition: natural water and beverage range that do more than hydratation — they actively support how your body feels. For U.S. consumers new to Borjomi, this is not typical bottled water. Naturally sourced from deep volcanic springs, Borjomi contains a distinctive composition of gut-healthy minerals — including naturally occurring bicarbonates — long associated with supporting digestion and gut balance. Its bold, sharp taste is not designed in a lab; it’s a direct expression of its origin and function. In a category dominated by neutrality, Borjomi brings both character and purpose. At the heart of the launch is the campaign platform: “For People With Guts.” While gut health has become one of the most talked-about wellness topics in US, most brands still avoid addressing it directly. Borjomi takes the opposite approach. With its natural credibility, the brand steps forward with a clear point of view. To make this complex story easy to digest, Borjomi translates it into culture through a hip-hop music and dance-led campaign, turning functional benefits into something energetic, entertaining, and shareable. Beyond its core mineral water, Borjomi is introducing a broader natural beverage system to the U.S. market. The portfolio includes: Borjomi Mineral Water (Sparkling Natural Mineral Water) Borjomi Aromati (Sparkling Natural flavored water) Limonati by Borjomi (Sparkling 100% natural Lemonade) Each product is powered by Borjomi mineral water due to its foundation, delivering a consistent promise: 100% natural beverages with functional benefits, straight from the source.   Afnan Ahsan, Group Chief Executive Officer of IDS Borjomi: “The launch of Borjomi in the United States represents a major step in our long-term international growth journey and reflects the scale of ambition we have for the brand globally. The U.S. is one of the most dynamic and trend-shaping beverage markets in the world, making it a strategically important platform for introducing Borjomi’s naturally functional mineral water and beverage portfolio to a broader audience. Over the past several years, we have invested significantly in expanding our innovation capabilities, strengthening production infrastructure, and building a more diversified beverage portfolio. This foundation gives us the confidence to accelerate Borjomi’s development across priority international markets, while continuing to build IDS Borjomi into a modern, globally competitive beverage company. Our ambition is to establish Borjomi as a globally recognized brand that combines authentic heritage, natural functionality, and contemporary consumer relevance.” Ivane Matchavariani, Chief Executive Officer of IDS Borjomi:  “The United States is a strategically critical market for Borjomi and a key part of our global expansion agenda. It is the world’s largest and most influential beverage market — where consumer trends are shaped and scaled globally. The U.S. has a unique openness to innovation, particularly in functional and better-for-you beverages, making it the ideal environment for Borjomi’s proposition. Our research with Ipsos further validated this opportunity — highlighting strong consumer traction around gut health, where Borjomi naturally over-indexes, and delivering record-high Trial Index scores for our concept. Our ambition is not only to grow in the U.S., but to build a scalable and profitable engine that strengthens our global footprint. With our distinctive natural mineral composition and strong heritage, we are confident in our ability to establish Borjomi as a meaningful player in the evolving functional beverage space and to scale this success globally.” Vakhtang Antadze, Marketing Director of IDS Borjomi: “The U.S. is the ultimate stage for building a global brand. “For People With Guts“ is not just a campaign — it is a long-term brand platform designed to anchor Borjomi in the gut health space with clarity and cultural relevance. We see gut health as one of the most talked-about functional needs states in the U.S., especially across social media, yet the category hasn’t fully connected with people in a meaningful way. Many brands either approach it in a highly clinical, technical manner or avoid it altogether. Our role is to unlock that opportunity — to democratize gut health by making it clear, relatable, and culturally engaging. Through Borjomi’s natural mineral water and beverage portfolio, we are bringing a more honest and accessible way for consumers to understand, experience, and integrate gut health into their everyday lives.” The campaign was developed and produced by Odysseus Arms, who led the full creative platform, execution, and production. The campaign slogan “For People With Guts” was created in partnership with M&C Saatchi USA. Together, the work sets a new tone for the category — one that replaces polished wellness clichés with honesty, attitude, and real functional purpose.

Mineral water “Borjomi” has expanded its portfolio with a new product, offering consumers “Borjomi Aromati.” This aroma infused carbonated mineral water is made with “Borjomi” mineral water and natural fruit flavors. Available in two flavors — Cherry-Pomegranate and Citrus-Ginger, packaged in cans, the product is bottled at the new Borjomi plant. The product contains no artificial additives, sugar, or calories. Enriched with 100% natural flavors, “Borjomi Aromati” makes modern cuisine and various types of occasions even more interesting and diverse. As an integral part of gastronomic culture, “Borjomi” offers consumers a lighter and more modern experience through its new product. “Borjomi Aromati” is positioned as a healthier alternative to traditional soft drinks and is designed for daily hydration. Expanding the portfolio through innovative products is one of the key pillars of IDS Borjomi’s long-term strategy. Following the launches of Borjomi’s lemonade and energy drink, the brand is now offering consumers “Borjomi Aromati.” After Georgia, the new product will be gradually exported to various European countries. According to the company, with its new product — “Borjomi Aromati”, the brand is responding to modern consumers’ demand for healthier, low-calorie beverages. “Borjomi Aromati” reinforces the brand’s ambition to strengthen its position as a leader in the premium beverage category from Georgia on the international markets, while also deepening Borjomi’s connection with modern gastronomic culture. At the same time, the brand remains true to its core values: quality, tradition, and a commitment to health.  

As an integral part of dining and culinary culture, Borjomi continues to develop its gastronomy division, offering customers a unique digital experience through Restoguide. Restoguide is a digital guide developed as part of the first international gastronomic portal, Gastroguide, also created by Borjomi. The platform allows food lovers to discover dining establishments in Georgia and abroad. Through Restoguide, Borjomi recommends restaurants, cafés, and bars, showcases their exceptional dishes and chefs and shares its rich gastronomic expertise with customers. It's important to note that Gastroguide is a constantly evolving platform to which new establishments and novelties will be regularly added. Through it, you can discover both unique, lesser-known places and well-known culinary spaces. Initially, the platform will launch in Georgia, Kazakhstan, and Uzbekistan, with other countries scheduled to be added next year. Ten years ago, Borjomi created Gastroguide, the first international gastronomic portal, with the aim of promoting regional tourism and Georgian cuisine. This year, the platform underwent a complete visual and functional rebranding, transforming into a global gastronomic hub. One of its new directions is Restoguide. Discover outstanding recipes, places, and flavors on the new Borjomi Gastroguide website 

A New Plant – 135 Years of History! IDS Borjomi Georgia, the industry leader and innovator company, inaugurates a new modern, high-technology plant on the 135th anniversary of the first Georgian mineral water, Borjomi. The total investment in the project amounts to $120 million. The new facility has been constructed in Kvibisi, on the site of the former Plant No. 2, and covers a total area of 48,000 m². In terms of scale and production capabilities, it is the largest enterprise in this sector in Georgia. At the initial stage, the plant’s annual capacity will reach 750 million bottles, with production expected to increase to 1 billion bottles by 2030. The plant is equipped with 4 new, ultra-modern, high-tech production lines and advanced bottling infrastructure. The company’s product portfolio has also expanded with the addition of innovative beverages, including Limonati By Borjomi, Bakuriani – water with taste, and Likani Flavored. Afnan Ahsan, Group Chief Executive Officer of IDS Borjomi International: “The new plant represents a significant milestone in strengthening Borjomi’s position across international markets. It enables us to further strengthen our presence in Georgia and home markets in Eastern Europe while also confidently expanding operations in strategic markets such as the United States, China and the Middle East. Our global mission is to continue the growth, development, and expansion of our business, establishing IDS Borjomi as a leading, successful international beverage company and elevating Borjomi’s status as a globally recognized brand.” Ivane Matchavariani, Chief Executive Officer of IDS Borjomi Georgia: “This unprecedented high-tech enterprise is a project of historic significance, taking the company to a new stage. It represents the largest investment ever made in this sector in the history of independent Georgia and is vital for both the region and the country’s economy. Our mission was twofold: to honorably continue Borjomi’s 135-year history while also creating space for future-oriented projects. From now on, in this new, consolidated, technologically advanced facility, we will produce not only our mineral waters but also a range of innovative products. This plant will serve as a bridge between Borjomi’s heritage and its future.“ Construction of the plant began in 2022 and was carried out in phases. The new, consolidated facility employs 600 local residents. The production process fully complies with national legislation and meets both European and International standards. The plant has been built using energy-efficient materials and equipment, and every stage of production is organized to minimize environmental impact.