Sparkling wine brand Istoria Wine, made in Georgia, is preparing to enter the American market. As the company’s director, Natia Mamalashvili, told Business Partner, negotiations are in their final stage.
In addition to the U.S., active efforts are underway to expand into the European market, and it is likely that Istoria Wine products will appear in several European countries by the end of the year.
Speaking about the local market, Mamalashvili noted that Istoria Wine saw record sales growth in 2025, which she attributes to increased brand awareness.
“We currently produce eight drink colors, including Istoria Lux, which features real gold particles. Since launch, the most popular variant has been the pink edition,” she said.
At present, 90% of Istoria’s customers are Georgian, but the company expects this to shift soon. While the wine is primarily positioned as a gift item due to its unique packaging, it is also frequently purchased for personal enjoyment or collection. Products are available in wine shops and online.
To meet rising demand, Istoria Wine collaborates with a local factory, which has scaled up production.
“Our goal is to further increase sales by the end of 2025 — not only in Georgia, but in the U.S. as well,” added Mamalashvili.
She also mentioned growing interest from the HoReCa sector, although the company’s main focus is not in that direction. Nevertheless, Istoria Wine has partnered with select venues.
Founded just two years ago, Istoria Wine has rapidly established itself as a standout sparkling wine producer in Georgia.
