“The Competitive Advantage of Georgian Wine Lies in Its Uniqueness and Quality,” Says Levan Mekhuzla
According to data from the International Organisation of Vine and Wine (OIV), global wine consumption is currently at its lowest level since 1961. Over the past decade, worldwide wine consumption has been declining year by year. In the face of intensified market competition, the key advantage of Georgian wine remains its uniqueness and quality.
“Through our marketing efforts, we create an expectation of uniqueness among consumers, which must be supported by соответствing quality,” said Levan Mekhuzla, Chairman of the Georgian National Wine Agency.
In the event of excess harvest during the 2026 vintage, if the private sector does not express interest in purchasing grapes, the state has set the following prices per kilogram:
- Grapes permitted under the Law of Georgia on Vine and Wine:
- Sugar content above 20% – 1.30 GEL
- Sugar content between 17%–20% – 0.80 GEL
- Sugar content below 17% – 0.30 GEL
- Saperavi grapes:
- Sugar content above 22% – 1.50 GEL
- Sugar content between 17%–22% – 0.90 GEL
- Sugar content below 17% – 0.30 GEL
“All winemakers will agree that quality begins in the vineyard and with the grapes. We have no other path or alternative—only quality. We introduced price differentiation based on grape quality during last year’s harvest, and experience has shown that even greater emphasis must be placed on quality.
On one hand, there are challenges we must address with social responsibility to ensure that grapes are not left unsold. However, a socially driven harvest should not turn into a process focused solely on quantity. Growers must recognize their responsibility for the future of the sector, take care of their vineyards now, and produce high-quality grapes,” added Levan Mekhuzla.
