"Shumi" Winemaking Company Expands Global Reach with New Export Markets

This year, "Shumi" winemaking company is set to expand its international footprint by entering the markets of Tajikistan, France, and Canada, according to Akaki Tsopurashvili, the company's founder. In an interview with "Business Partner," Tsopurashvili detailed the company's strategic moves and ongoing negotiations that aim to diversify its export destinations.

Tsopurashvili revealed that negotiations are also in progress with India, adding to this year's successful exports to Thailand and Kazakhstan. "We've established a strong presence in Thailand, having already shipped several batches. We are finalizing an agreement with Brazil and expect to dispatch our first shipment by September. The first shipments to Tajikistan and Kazakhstan have also been sent," he said.

The process for entering the Canadian market involves a state-controlled monopoly, where a specific organization oversees wine imports. "We have prepared the wine for Canada and are waiting for the go-ahead to ship, expected in August. Similarly, our first shipment to France is planned for August," Tsopurashvili added.

Currently, "Shumi" exports about 80% of its production, with the remaining 20% sold domestically, both in retail chains and through HORECA (Hotel/Restaurant/Café) channels. "Our goal is to avoid dependency on any single market, no matter how lucrative. We are strategically diversifying to prevent any single country's market dynamics from significantly impacting us," Tsopurashvili emphasized.

Regarding production, Tsopurashvili mentioned that "Shumi" is focused on enhancing its offerings rather than increasing volume. "We are cultivating new grape varieties and experimenting to see which ones yield the best results for winemaking. Although we already have vineyards in Tsinandali, Kindzmarauli, and Racha, our aim is to maintain high quality rather than simply boost quantity," he explained.

"Shumi" wines are currently available in 35 countries, positioned in the middle and high market segments. The company, which began operations in 1997 by planting vineyards in Tsinandali, Kakheti, opened its wine factory in 2001 and harvested its first grapes in the same year. "Shumi" has also achieved recognition at the prestigious International Wine Challenge 2023, where it garnered eight awards, underscoring its commitment to quality and innovation in winemaking.