"Wine Thieves" to Expand into U.S., Chinese, and Korean Markets This Spring

Georgian wine company Wine Thieves is set to expand into new international markets, targeting the United States, China, and South Korea this spring, co-founder Zaza Asatiani told Business Partner.

According to Asatiani, the European market remains the company’s top priority, and negotiations are currently underway with Italy and Germany, with plans to enter these markets in 2025.

"This year, we have started working actively on expanding into new export markets. The company has not been present in the U.S. market since 2017, and we are now preparing to send our first order in March. Additionally, we are in the process of finalizing technical and logistical details for the Korean and Chinese markets, and we expect to establish a presence in all three by spring. Looking ahead, we also plan to enter the Japanese market, which we will focus on once we have secured our position in these regions," said Zaza Asatiani.

Currently, 100% of Wine Thieves' export sales come from Europe, with Norway being its largest market, where it has become the leading Georgian wine brand in terms of sales. The company also exports to Austria and France and is working to strengthen its presence in Italy and Germany.

"The demand for Georgian wine is growing globally, but brand awareness is still relatively low in many markets. A lot of work is needed to improve recognition, and ensuring high-quality production is essential, as only premium-quality wines can attract and retain true wine lovers," Asatiani emphasized.