"Promoting Georgian Endemic Grape Varieties is Essential" – Mariam Khomasuridze
Mariam Khomasuridze, co-founder of the Georgian Wine Guild and an oenologist, emphasizes the importance of expanding Georgian wine’s presence in mature markets such as the UK, Germany, and other EU countries, including those with their own strong winemaking traditions.
"We should focus on establishing a foothold in mature markets where consumers are knowledgeable about wine and appreciate heritage and authenticity," Khomasuridze told Business Partner.
According to her, a well-structured Georgian wine promotion program should prioritize three key areas:
- Georgia’s status as the cradle of winemaking
- Traditional winemaking technologies, particularly the use of qvevri
- The promotion of endemic Georgian grape varieties
Khomasuridze also highlighted the improving quality of Georgian wine, which has been reflected in its growing recognition at international competitions and the numerous awards Georgian wines have received. However, she noted that there is still work to be done to further enhance quality and consistency across the industry.
Growing International Presence
In 2025, the Georgian Wine Promotion Program has been allocated a budget of 17.4 million GEL, according to the National Wine Agency. The program will actively promote Georgian wine in key strategic markets, including:
- The United States
- The United Kingdom
- Germany
- Poland
- The Baltic countries
- China
- South Korea
- Japan
In 2024, Georgia exported 95 million liters of wine to 72 countries, generating $276 million in revenue—a 7% increase compared to the previous year.
With rising international demand and a strong focus on quality and tradition, Georgia is steadily positioning itself as a key player in the global wine industry.
