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.  

"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.  

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.

Borjomi is a city of extraordinary beauty, with holistic and historical significance, where the air is infused with the essence of adventure. This enchanting destination boasts picturesque landscapes, healing mineral and sulphurous waters, and echoes of a rich historical past. What sets Borjomi apart and makes it irresistibly attractive? The Borjomi Central Park - situated in the heart of the city, is a haven for those seeking peace and a connection with nature. Wandering along its winding paths reveals breathtaking sights—charming river valleys, aromatic trees, and beautiful bridges. It is the perfect retreat from the demands of daily life, allowing you to bask in the tranquility of nature.   Within this idyllic park, you can savor the legendary mineral water of Borjomi, renowned for its therapeutic properties. A short stroll beyond the park's borders unveils another dimension of holistic experience—the sulfur pools of Borjomi. These warm, mineral-rich waters offer relaxation for muscles, improved skin texture, respiratory health, and stress relief, providing a rejuvenating escape. Immersing oneself in the sulfur baths is a time-honored ritual, an essential experience for every visitor to Borjomi. Borjomi mineral water -  a magical elixir flowing from the depths of the earth, is globally renowned for its healing properties. Originating from the Caucasus at a depth of 8,000 meters, it contains up to 60 minerals, explaining its unique attributes.   This mineral water is deeply ingrained in the culture and history of Georgia, symbolizing Georgian hospitality. No festive table or diplomatic meeting is complete without Borjomi mineral water, a testament to its status as a natural wonder and a source of pride for the Georgian people. The Borjom-Kharagauli National Forest Park - nestled in the Caucasus Mountains, stands out for its biodiversity and natural treasures, making it a haven for nature enthusiasts and adventure seekers. The park's numerous hiking trails lead to stunning views, dense forests, secluded meadows, and babbling streams, each step revealing the picturesque landscapes of Georgia's nature. Rare species such as red deer, roe deer, and even deer may grace your journey.   Beyond its natural wonders, Borjom-Kharagauli National Park holds cultural significance, featuring ancient watchtowers and ruins. Historical and cultural monuments - the Borjomi area is not only abundant in natural wonders but also steeped in historical and cultural monuments. Notable landmarks include the Museum of Local Lore of Borjomi, Green Monastery, Romanov Palace, Petra and Atzuri Castles, Timothesubani Monastery, and more.   Of particular mention is the Borjomi Local Lore Museum, one of Georgia's oldest museums housed in a uniquely designed building that served as the Romanov royal family's chancellery. The museum presents a comprehensive journey through the ages, showcasing tens of thousands of exhibits and artifacts from the Bronze Age, the early Middle Ages, and the modern era. Valuable cultural monuments, military and agricultural tools, meticulously preserved manuscripts, as well as specimens of flora and fauna, collectively paint a vivid picture of Borjomi's evolution.     Whether strolling through the central park, indulging in mineral waters, or exploring historical sites, Borjomi beckons you to pause, take a deep breath, and immerse yourself in the beauty and tranquility of these extraordinary places. A visit to Borjomi is not merely a trip; it's an opportunity to experience the wonders of Georgia's nature.

Science has uncovered a terrestrial explanation for phenomena once deemed miraculous by people. At first glance, one might assume that these miracles have lost their significance, echoing Nietzsche's sentiments. However, in reality, science has added an additional, deeper dimension to miracles. Today, we delve into the composition of Borjomi—a miracle explained through science. In ancient times, there existed a unified sea between what is now known as the Black Sea and the Caspian Sea. Over time, the earth shifted, rocks moved, and towering mountains emerged from the sea. The Black Sea and the Caspian Sea parted ways, with the water between them seeping deep into the ground.  This historical event, though it may seem distant, occurred a mere 1-2 million years ago. The mountain that rose above the sea is considered geologically young, boasting a richness in minerals that easily wash away—this is the essence of Borjomi, youthful and teeming with microelements. Scientists identify 13 vitally important elements, and astonishingly, Borjomi contains all of them.   The miraculous healing attributed by ancient people to an inexplicable force, be it God or angels, is now understood as the result of the collaborative efforts of potassium, sodium, phosphorus, soda, calcium, magnesium, silicon, chlorine, aluminum, titanium, zinc, fluorine, strontium, and boron. These elements, often taken for granted, deserve appreciation and recognition, prompting us to delve into their significance. K - PotassiumPotassium is crucial for normal cell functioning, regulating the heartbeat, and ensuring the proper functioning of muscles and the nervous system. Since the human body cannot produce potassium on its own, it must be obtained from external sources, with Borjomi being a surprising supplier. Na - SodiumSodium is essential for maintaining fluid balance in the body, preventing discomfort caused by dehydration. Borjomi stands out as a significant source of sodium. Ca - CalciumA highly demanded and deficient element in modern times, calcium strengthens bones, teeth, and aids muscle relaxation. It also regulates blood pressure and plays a vital role in ensuring proper communication between the brain and the rest of the body. Zn - ZincZinc is necessary for strength restoration, wound healing, cell division, and immune system support. Se - SeleniumA key element in metabolism, selenium acts as a shield for cells, protecting against harmful free radicals that cause various diseases. Selenium is particularly crucial for the thyroid gland. P - PhosphorusMeaning "light bearer" in Greek, phosphorus is vital for teeth and bone formation, regulates blood acid-alkaline balance, and promotes cell renewal. Mg - MagnesiumEssential for the absorption of other elements, magnesium prevents imbalances and participates in over 350 bodily processes. Borjomi, rich in magnesium, ensures the effective utilization of other minerals. S - SulfurAs the most common element in the world, sulfur contributes to the spatial structure of protein molecules, supporting the metabolism of essential amino acids crucial for various bodily functions.   Pause for a moment, close your eyes, focus on your body, and feel the myriad processes within. Our bodies, filled with diverse elements, undergo continuous cellular activity—breaking down, birthing, cleansing, transporting information, oxygen, fighting parasites, healing wounds, and nourishing. The human body, an intricately evolved mechanism, is a marvel deserving of attentive care. In this very moment, our bodies are hosts to countless processes, emphasizing the miracle within us. This miracle warrants careful consideration and appreciation, as there may be nothing more precious than the body we possess. In addition to the minerals mentioned, Borjomi contains over 60 elements, making it one of the world's finest mineral waters—a scientifically proven marvel!

In the material world, nothing remains constant; everything undergoes a transformation. No shape is ever replicated, not even two identical snowflakes exist in nature. Change is inherent, necessary for existence, and existence is a continuous renewal. While the content may persist, the form is in a perpetual state of flux. Borjomi is no exception; the visual identity of this life-giving water has experienced a fascinating evolution. Bottles and labels have undergone changes, each era leaving its imprint on the Borjomi bottle. Today, let's delve into this intriguing journey. The original Borjomi bottle marked a unique event – its label was intricately engraved directly on the glass. These bottles hailed from distant Finland, no less. Imagine the logistical challenges and unprofitability of transporting glass bottles from Scandinavia! This prompted the establishment of a glass factory in Borjomi, replacing the white chicken bottles with darker ones. Engravings persisted, and from a contemporary perspective, they exuded elegance.   Labels from that era featured inscriptions like "Ekaterina's source" and "Eugene's source." Evgeny Golovin, the ruler of the Caucasus, and Ekaterina, his daughter, were the namesakes. After Catherine's healing, the ruler, impressed by Borjomi's properties, organized springs and named them. With Borjomi's popularity, the question of export arose. Chemist F. Moldhauser, specially invited, developed a method ensuring that bottled mineral water retained its physical and chemical properties for an extended period. Borjomi transcended imperial borders and entered the foreign market, adorned with fitting labels.   The mineral water quickly gained international recognition, garnering awards in Belgium, Germany, and Russia. Successful exhibition appearances and global acclaim made Borjomi a household name. From the second half of the 20th century, Borjomi became Georgia's iconic representation. At this point, branding interventions became more delicate, and changes to the Borjomi label were executed with great care. All bottle versions maintained a combination of red and blue colors, the iconic Borjomi fountain, and an engraved deer.    While label strokes underwent slight changes, the enduring blue-green color, dubbed "Georgian green," was retained, creating a visually memorable impression imprinted in people's consciousness. Despite unclear inscriptions, the Borjomi bottle made appearances in famous films like Solaris, The Terminal, The Bourne Ultimatum, etc. The collapse of the Soviet Union affected everything, including Borjomi, giving rise to a completely new era for the brand. In 1995, the establishment of the "Georgian Glass & Mineral Water" company took over production, bringing the beloved brand back to the people.   The year 2010 marked a rebranding phase for Borjomi, with changes to the label and bottle shape. As a purveyor of life-expelling harmful substances from the body, Borjomi conveyed the message: "Get rid of excess," resonating globally.   Since 2019, the Borjomi logo has undergone further enhancements, with an updated cap and the introduction of silver accents, emphasizing the brand's premium status. The history of Borjomi can be explored through the QR code on the packaging.   Borjomi continues to evolve, responding to the demands of modern times. The introduction of Borjomi in an aluminum can, especially with the design by David Koma, stands as a testament to this evolution. Therefore, both the interior and exterior of Borjomi are ever-vibrant and updated. It changes shape, transitioning from bottle to bottle, from jar to jar, but the essence remains constant – Juvenal water, brimming with life, a bouquet of minerals from the depths of the earth. Enjoy it!      

The Borjomi Digital Museum stands as one of the pioneer virtual museums in Georgia, offering a unique experience that has no parallel. It serves as a conduit between the past and the present, providing insights into the origin, evolution, and contemporary significance of Borjomi. This digital museum seamlessly integrates modern technology with captivating storytelling, overcoming the barriers of physical distance. It invites you to embark on a journey through the captivating history and culture of Borjomi from any corner of the world. Navigating the virtual realm of Borjomi is intuitive, facilitated by keyboard arrows. Clicking on the presented screens reveals a wealth of information. At the heart of the museum, you'll encounter the inaugural Borjomi bottling factory and the iconic symbol of the brand—the deer. From the veranda, enjoy a splendid view of Borjomi's forests, and with a simple cursor movement, step outside the museum to stroll through the enchanting forest. Here, delve into the famous legend recounting the discovery of Borjomi water—the miraculous healing of a wounded deer and the hunter who, having experienced this miracle, shared the life-giving power of the water with the world. Explore the historical use of water dating back to the first millennium AD, its unfortunate neglect due to wars, and its rediscovery in 1829. Witness the establishment of a mineral water park and the construction of the first bottling plant in 25 years. The museum proudly showcases awards received over the years, reflecting Europe's astonishment at Borjomi's debut in the early 20th century. Discover that Borjomi was a haven for local and foreign artists at the turn of the 19th-20th centuries, inspiring figures such as Grigol Orbeliani, Akaki Tsereteli, Petr Tchaikovsky, Frederic Dubois de Montperre, Joseph Charlemagne, and others. Tchaikovsky himself expressed profound admiration for Borjomi, shedding tears of joy at its beauty. Explore the evolution of Borjomi's advertising, branding, labels, and bottles, and learn about chemist F. Moldenhauer's method, preserving Borjomi's beneficial properties in bottled form. Discover fascinating anecdotes, such as Winston Churchill consistently having Borjomi on his table during visits to the Soviet Union and Yuri Gagarin's post-space-landing request for Borjomi. Despite opposition, director Andrei Tarkovsky defiantly displayed the true Borjomi label in shots depicting the distant future during the filming of "Solaris." The virtual museum also unveils Borjomi's cameo appearances in Hollywood movies, adding a surprising touch to its rich history and development. Delve into the intricacies of Borjomi's production, emphasizing the natural underground processes and the responsible sourcing of naturally renewable water. In the late 20th century, Borjomi's origin gained prominence as a national treasure, and today it symbolizes Georgian identity across more than 40 countries worldwide. The Borjomi Digital Museum holds immense significance, offering an innovative and interactive approach to education, culture, and tourism. The knowledge acquired transforms seemingly ordinary mineral water into an extraordinary experience, allowing you to grasp the millennia-old history, healing properties, and vital minerals sourced from depths of 8,000 meters. Embark on this captivating journey of discovery by visiting the museum's website.

You have likely pondered the small yet incredibly diverse nature of Georgia, with each corner boasting distinct characteristics in terms of nature, climate, character, history, scent, and emotion. Here, the most significant contrasts converge: mountains and sea, modernity and antiquity, harshness and gentleness. Let's embark on a journey to explore each corner: Kakheti - a region seen by many, characterized by a fighting spirit and entertainment. It has a historical legacy of repelling enemies and safeguarding the country's independence. The Kakhuri table tradition might be connected to the need for celebration and cheer after battles. When Georgian wine is discussed, Kakheti takes the spotlight. The ancient method of making Kvevri wine, recognized as a UNESCO intangible cultural heritage, originated here. It is one of the oldest winemaking techniques globally, dating back 8,000 years. Kakheti, the center of which is influenced by a royal past, exudes mediocrity, peace, and beauty. It was the throne city of the Kingdom of Kakheti and the residence of Erekle II, a symbol of Georgia's independence. Tusheti - the most inaccessible and untouched, a sacred place of Georgia. The journey to Tusheti is an adventure in itself, with extreme landscapes, invisible mountains, and fields. The road to Tusheti's Piraketa and opposite valleys is equally thrilling, leading to the highest village in Europe at 2345 meters above sea level. Imagine arriving in a valley, isolated and tranquil, after a day full of adrenaline. Against the backdrop of breathtaking mountains, you savor the delicious Tušur Kotor and, before sunrise, drink chondri tea picked from steep rocks. It's akin to the feelings of climbers at Everest base camp. Kartli - a repository of ancient history and archaeological monuments. In Shida Kartli, near Gori, lies Uplistsikhe, an ancient rock-cut city with a disputed purpose among researchers. Legends abound, suggesting it may have been a city of priests or had a portal connecting different dimensions. Another legend proposes that slaves built Uplistsikhe; with gold at one end of the shaft, a slave gained freedom after the weapons wore out. The archaeological site of Dmanis in Kvemo Kartli revealed the oldest hominids living outside of Africa, dating back 1.8 million years. Samtskhe-Javakheti - a symbol of pristine forests and natural waters. Borjom-Kharagauli National Park, one of Europe's largest, is home to rare flora and fauna, some included in Georgia's red list. Borjomi's sulfur pools and mineral water deposits enrich its water with more than 60 unique minerals, beginning its journey from 8,000 meters below the surface. Imereti - a symbol of talent and hospitality. Gelati Monastery in Kutaisi, a UNESCO World Heritage site, stands as a testament to the region's ancient history. Kutaisi is the birthplace of many talented Georgians. Imeruli khachapuri, a symbol of Georgian table, hospitality, and celebrations, is one of the local specialties. Guria - the most delightful, sweet, and lively. Known for unique Georgian folklore, including the incomparable "Krimanchuli" song, Guria's people are not only singers but also possess fast kilos and a great sense of humor. Traveling to Guria means enjoying both nature and folk traditions. Samegrelo - incomparably beautiful and delicious. Nature in Samegrelo is outstanding, featuring majestic Tobavarchkhil lakes, Martvili and Balda Kamkama canyons, and the Kolkheti National Park. Alexandre Dumas praised the beauty of Samegrelo's women, considering them the most beautiful creatures on Earth. The local cuisine, including Megrul Sulguni, Elarji, Gebzhalia, Kharcho, and Megrul spices, offers a feast of flavors. Adjara - two dimensions of Georgia. With both beautiful beaches in places like Batumi, Gonio, Tsikhisdziri, Kvariati, and stunning mountainous landscapes in Khulo, Keda, Beshumi, and Gomarduli, Adjara offers a unique blend of sea and mountain beauty. The region also boasts incredible greenery in protected areas like Kintrish, Ispani, Machakhela Valley, Mtirala National Park, and Batumi Botanical Garden. Svaneti - the treasury of an inflexible, strong country. Characterized by towering mountains and resilient towers, Svaneti's towers, standing against natural calamities and enemies, symbolize the Svan character. The region served as a treasure trove for hiding valuable cultural items during invasions. This overview only scratches the surface of Georgia's myriad attractions. We take pride in "Borjomi," representing Georgia internationally and serving as a symbol of our country for the world.

In an era when the entire world was intricately connected by iron threads, Georgia, too, found itself woven into this transformative tapestry. The nineteenth century witnessed a surge in railway construction throughout the country. Remarkably, amidst challenging terrain, a railway route was unveiled at the turn of the century. In 1902, a specially imported steamer from England set sail from Borjomi to Bakuriani, its resonant voice echoing through the entire Borjomi valley. Locals, associating the sound with that of a cuckoo, affectionately dubbed it "Kukushka." Thus, the connection between Borjomi and Bakuriani was established, and Kukushka evolved into a symbol of adventure's commencement. The small train leaves an indelible impression on all who journey aboard, linking travelers through shared emotions. The enchanting path hidden among the pines serves as the perfect prologue to a fairy-tale adventure. The two-hour journey feels like a prelude to an unforgettable story, heightening anticipation for the unexpected. Inspired by this, the Borjomi New Year's video unfolds, portraying friends leaving a New Year's celebration to embark on a magical adventure after indulging in Borjomi. Just when it seems like all planned endeavors have concluded, the unplanned takes center stage. Miracles cannot be prearranged; they must be embraced and seized. The tale concludes as the protagonists embark on an unexpected journey aboard the suddenly appearing "Kukushka." This underscores that the essence lies not solely in the destination but in the journey itself, in the adventure. Maintaining an inspired mindset along the path leads to continual novelty, perpetual marvels: the night lights mirrored on wet streets, a friend's smile, the air infused with New Year's energy. To grasp these moments necessitates perpetual mindfulness. We implore you to seize the moment; otherwise, eternity remains confined within it. The present is an immense current of life, akin to a concealed cuckoo in a magical forest. To partake in this vital celebration, one must trust and embark on the journey. Immerse yourself in life's energies, becoming a fount of vitality. Who knows? Perhaps, in doing so, you may manifest as a miracle in others' lives, guiding them on their own magical odyssey.