“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.  

Following the successful launch of the ENERGIA BY BORJOMI, the brand is entering a new phase with the launch of the “Energia Club by Borjomi,” bringing together sport, energy, and the force of nature. This is a space for those who see energy and sport as an integral part of their daily lives. Two months ago, IDS Borjomi Georgia expanded its portfolio with the launch of an innovative energy drink - “Energia by Borjomi”.  Made with Borjomi mineral water and natural ingredients, the product has proven that an energy drink can be both natural and effective. This unique composition has sparked strong consumer interest, driven the product’s success, and helped establish a strong market position. Thanks to a variety of communication initiatives, the campaign for the new energy drink became one of the most memorable and successful. The emotional connection between the brand and consumers is strengthened and reaches a new phase. That is why the “Energia Club by Borjomi” was created, bringing together athletes whose names are associated with countless pride moments and unforgettable achievements. The first members of the club are: the captain of the Georgian national basketball team, one of the most successful Georgian basketball players, and a player for the title-winning Spanish club Barcelona - Tornike Shengelia; one of the leaders of the Georgian national football team, the first shooter  in the historic penalty series, and a player for the legendary Lisbon club Sporting CP - Giorgi Kochorashvili; captain of the Georgian national rugby team and the French Top 14 club PAU, the driving force of our scrum line - Beka Gorgadze. Giorgi Kochorashvili, Player for the Georgian national team and Lisbon’s Sporting CP: “For me, football is the best way to get and expend energy, so it was very easy for me to identify with the ”Energia by Borjomi”. It is also a great honor for me to participate in this new campaign alongside two outstanding Georgian captains - Tornike Shengelia and Beka Gorgadze. I am confident that “Energia by Borjomi,” with its lightness, variety of flavors, and natural ingredients, will energize many people.” Tornike Shengelia, Captain of the Georgian national basketball team and player for Barcelona: “In professional sports, energy and concentration play a decisive role every day. It is important to me that the product I consume is not only effective but also made with natural ingredients. That’s exactly why “Energia by Borjomi” fits into my daily routine. I’m happy to be part of this club and to share the idea behind this product and the club with even more people.”   Beka Gorgadze, Captain of the Georgian national rugby team and the French club PAU (TOP14): “It’s a great honor for me to collaborate with “Borjomi.” I can confidently say that this decision was influenced by the product’s composition, which encourages frequent consumption and improved performance.” “Energia by Borjomi” contains no added sugar, all its calories come from fruit juice, and its scientifically based formula provides fast and long-lasting energy. The brand first launched the “Energia Club by Borjomi” in Georgia, with other markets set to join in the coming years. The “Energia Club by Borjomi” will gradually expand to include more athletes and wider range of sports disciplines.

IDS Borjomi Georgia is entering the energy drink category, strengthening the company's portfolio with an innovative drink. Borjomi introduces the first 100% natural energy drink, ENERGIA BY BORJOMI – Energy by Borjomi, which proves that an energy drink can be both natural and effective if it is powered by natural goodness of Borjomi mineral water. A Force of Nature is the key message of the new energy drink from Borjomi. The uniqueness of the product is determined by its composition:  •       Natural caffeine — provides a quick energy boost. •       Natural adaptogen, Schisandra — helps prolong the energy effect. •       Borjomi mineral water – provides the body with natural electrolytes and helps maintain energy levels. ENERGIA BY BORJOMI does not contain added sugar. All calories come naturally from fruit juice. The formula, developed based on scientific research, delivers both an instant and long-lasting energy boost. Ivane Matchavariani, CEO of IDS Borjomi Georgia: "The company is developing every year, taking into account the demands of the modern market. Expanding our portfolio with an innovative product is a key part of our company's long-term strategy. Following the success of our Limonati by Borjomi lemonades, entering the energy drink category is a new and interesting experience for us because we are offering consumers a completely different and, most importantly, 100% natural alternative to energy drinks. We have transformed the force of nature into an innovative product and created ENERGIA BY BORJOMI, representing a new and significant stage in the company's development.” ENERGIA BY BORJOMI offers consumers four flavors: Original, Citrus Mix, Cherry, and Apple-Feijoa. Each flavor is distinguished by a can in its signature color. The packaging design was developed by the British creative agency Otherly. The name ENERGIA BY BORJOMI - Energy by Borjomi clearly associates the product with the energy drink category. At the same time, Energia derives from Georgian word energy and clearly emphasizes category and Georgian origin.  The campaign of brand was handled by the Amsterdam-based agency Future Frank. The commercial highlights a Force of Nature of innovative product — real energy that is impossible to resist. ENERGIA BY BORJOMI will be produced at Borjomi’s new bottling plant and, in addition to sales in Georgia, will be exported to Europe, Central Asia, the US, and China.

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.

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.

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.