“The Quality of Wine Determines the Long-Term Development Prospects of the Winemaking Sector” – Levan Mekhuzla

Levan Mekhuzla, Chairman of the National Wine Agency of Georgia, emphasized that the long-term development of the Georgian winemaking sector depends primarily on the quality of wine and the quality of the grapes used in production. In a competitive global wine market, where demand is decreasing and competition is rising, maintaining and enhancing quality is essential for Georgia’s continued success in international markets.

Mekhuzla stated that quality considerations must start from the vineyard itself — including appropriate grape maturity, correct planting practices, attention to soil and grape variety, and careful vineyard management — to ensure the production of high-quality grapes and, ultimately, high-quality wine.

He noted that changes planned for the 2026 harvest season, such as introducing differentiated pricing based on grape quality, are aimed at encouraging growers to produce better-conditioned grapes that meet international standards. Grapes with higher sugar content and better overall condition receive significantly higher prices, which motivates winegrowers to prioritize quality over quantity.

The legislation also includes provisions for regulating vineyard planting, requiring authorization for commercial vineyard development to ensure alignment with best practices and to avoid spontaneous or unsuitable planting that can harm quality outcomes.

Mekhuzla emphasized that these reforms — both in pricing and regulation — form part of a broader strategy for Georgia to strengthen its position as a global wine producer by focusing on quality, competitiveness, and sustainable long-term growth in strategic international markets.