Wine From Lebanon Program
This program was a collaboration with MadenLebanon S.A.R.L.
Expanding Lebanese Wine into the U.S. Market
On October 29, 2021, USAID Lebanon’s Trade and Investment Facilitation (TIF) project signed a grant agreement with MadenLebanon S.A.R.L. to support the export of Lebanese wine to the United States.
This landmark partnership was created to facilitate the sustainable entry of Lebanese wine into the mainstream U.S. market, beginning with the state of Texas.
Since 2016
Program Overview
Under this initiative, TIF and MadenLebanon worked together to form a cluster of 15 Lebanese wineries, supporting them through every stage of U.S. market penetration. The program focused on regulatory compliance, trade connections, brand visibility, and market activation.
The objective was not only to enable market entry, but to build long-term momentum for Lebanese wine in the United States.
Economic Impact
Increasing Lebanese wine exports allows local wineries to generate new revenue streams and foreign currency, helping them sustain operations and create new employment opportunities in Lebanon.
The success of the first group of wineries also lays the foundation for future winemakers, easing access to Texas and other U.S. states through established sales momentum and brand awareness.
Winery Selection
The first phase focused on selecting 15 Lebanese wineries to participate in the program. This step was completed.
Market Exposure
Selected wineries participated in private trade events with mainstream U.S. buyers over a 12-month period.
Product Promotion
The program highlighted indigenous Lebanese grape varietals, including Obeideh and Merwah, for U.S. market.
Market Expansion
The final phase focused on driving sales and supporting distributors and retailers to achieve consistent growth.
Economic Impact
A comprehensive marketing plan was developed to support market penetration, including:
- An interactive program website
- Promotional video showcasing Lebanon and its wine heritage
- Social media strategy and SEO
- Media relations and press outreach
- Influencer collaborations
This integrated approach ensured consistent brand visibility across multiple channels.
A First-of-Its-Kind Initiative
This program represents the first comprehensive initiative designed to help a cluster of Lebanese wineries successfully penetrate the mainstream U.S. wine market, starting with Texas.
In Partnership With
USAID Lebanon – Trade and Investment Facilitation (TIF) Project
Bringing Lebanese Wine to the U.S. Market
A structured U.S. expansion program supporting Lebanese wineries through compliance readiness, buyer exposure, and sales-focused market development—starting with key opportunities in Texas.
