Georgia’s wine sector continues to thrive despite the upheavals in the country’s political sphere. While the country grapples with political instability and mass anti-government protests, its wine industry has proved remarkably resilient. 

This reflects both intensive efforts to promote Georgian wines abroad and developments in the global wine industry, which has undergone significant changes in recent years. These were driven by shifting consumption patterns, economic uncertainty and the aftermath of the COVID-19 pandemic, says Tsitsia Mamulashvili, PR specialist for the Georgian National Wine Agency, in an interview with bne IntelliNews. 

A notable trend is the growing preference for premium wines, with consumers prioritising quality over quantity. Georgia’s centuries-old winemaking heritage positions it to cater to this demand, according to Mamulashvili. Traditional Kvevri wines, made in clay vessels dating back 8,000 years, and indigenous varietals like Saperavi and Rkatsiteli have gained international acclaim. These artisanal products align with global consumers’ desire for unique and culturally rich offerings.

“Consumer behaviour has significantly changed post-COVID-19, with a preference for high-quality, premium wines over low-cost options. While overall consumption volumes have declined, there’s growing demand for premium products priced at $10 or more per bottle,” Mamulashvili says. 

Global growth despite adversity

In 2024, Georgian wine was exported to dozens of countries worldwide, with substantial gains in both established and emerging markets, according to data from the Georgian National Wine Agency. 

During the year, combined wine and spirits exports reached a record $565mn, a 24% rise from the previous year.

For wine alone, Georgia shipped 95mn litres in 2024 — a 6% increase — with exports reaching 72 countries and generating $276.1mn, up 7% compared to 2023.

“The consistent growth of Georgian wine exports, even during challenging times, highlights the international appeal of our premium products,” says Mamulashvili. 

The Georgian National Wine Agency has been pivotal in promoting Georgian wines as premium products. Focusing on markets like the US, Japan and Germany, the agency has worked to highlight the distinctive qualities of Georgian wines, such as their deep cultural heritage and the use of ancient winemaking techniques. 

“Our strategy focuses on promoting high-quality wines in key markets, emphasising their uniqueness and cultural heritage,” Mamulashvili says. “For instance, exports to the US are growing monthly by 40%, despite higher prices, showcasing the value placed on Georgian wine’s premium status.”

This premium positioning is supported by robust marketing efforts, which include participation in international exhibitions, competition, and festivals. Georgian winemakers have also embraced storytelling as a means of promoting their products. For example, many Georgian producers highlight their use of Kvevri, ancient clay vessels used for fermentation, which is a key part of Georgia’s winemaking history and a defining characteristic of its wines.

The rise in Georgian wine exports is as much about quality as quantity. While the overall volume of exports increased by 6%, the 7% rise in revenue reflects higher average prices per litre, according to the Georgian National Wine Agency. Georgian wine is sold at an average of $6 per litre in markets like the U.S. and Japan, significantly higher than the global average for wine exports. 

“This price premium reflects the growing recognition of Georgian wine as a high-quality product, deeply tied to our cultural and historical legacy,” Mamulashvili says.

A closer look at the data reveals the breadth and depth of Georgia’s wine export growth in 2024, as efforts continue to diversify away from dependence on Russia, the primary customer for Georgian wines. 

“Strategic markets such as the United States, Poland, Germany and the United Kingdom have seen notable growth, reaffirming the consistent and effective policies pursued by the government in this sector,” commented Minister of Environmental Protection and Agriculture Davit Songhulashvili in January. 

Poland, one of Georgia’s most significant European markets, saw imports increase by 12%, reaching 6.7mn litres. As one of the earliest adopters of Georgian wine in Europe, Poland’s steady growth reflects the country’s enduring appreciation for Georgian wines, particularly those made using traditional methods.

Germany, another important European market, experienced a 30% increase in imports, reaching 1.28mn litres. The UK recorded a 42% increase in Georgian wine imports, with 425,600 litres imported in 2024.

The US saw a 32% increase in imports, with 1.2mn litres of Georgian wine entering the country. This surge in demand highlights the effectiveness of targeted marketing campaigns, as well as the growing recognition of Georgian wine as a premium product.

Canada, a market that has often been overlooked by European producers, shows strong potential. In 2024, Canadian imports of Georgian wine soared by 110%.

Turkey, a regional market with cultural ties to Georgia, saw a 62% increase in imports, reaching 538,000 litres. 

There was an 80% increase in sales to the United Arab Emirates (UAE), which imported 70,000 litres in 2024, demonstrating the expanding footprint of Georgian wine in the Middle East.

South Korea, a relatively new market for Georgian wine, recorded 26% growth, importing 72,500 litres in 2024. “The cultural appreciation for artisanal and nuanced products in markets like South Korea and Japan aligns perfectly with Georgia’s ancient winemaking traditions,” Mamulashvili tells bne IntelliNews.

Diversifying Georgia’s alcoholic beverage portfolio

While wine remains the centrepiece of Georgia’s export portfolio, other alcoholic beverages are playing an increasingly important role in the country’s growing export profile. 

The growth of Georgian spirits, particularly Chacha — a traditional grape-based brandy — is noteworthy. As global consumers increasingly seek out artisanal and authentic products, Chacha and other Georgian spirits are gaining recognition for their quality and distinctiveness. These products are helping to diversify Georgia’s export portfolio, offering a buffer against fluctuations in the wine market. The success of Chacha reflects the broader trend of consumers appreciating the craftsmanship behind traditional alcoholic beverages and the unique cultural stories they tell.

Despite its successes, the Georgian wine industry still faces several challenges. One of the main obstacles is market dependency. Historically, Russia has been the primary market for Georgian wine, but recent geopolitical tensions and economic instability have prompted Georgia to reduce its reliance on the Russian market and focus on diversifying its export destinations. Still, in 2024, Russia was the destination for around 66% of Georgian wine and spirits exports. 

“Market diversification remains a significant challenge. Our efforts and investments focus on supporting exports to reduce dependency on specific markets,” Mamulashvili says.

In response to this challenge, the Georgian National Wine Agency has implemented several initiatives designed to support producers in accessing new markets. For instance, the State Programme for Promoting Georgian Wine provides co-financing of up to GEL300,000 ($104,000) to producers engaged in export activities and marketing abroad. This support has enabled many Georgian winemakers to participate in international events, establish connections with global buyers and increase their export presence.

Quality control is another key focus area for the Georgian National Wine Agency. The agency conducts regular inspections and organoleptic testing to ensure that Georgian wines meet international standards. International auditing firms, such as SGS and Bureau Veritas, play a crucial role in certifying that Georgian wines comply with global quality standards.

Funding boost 

As well as the Georgian National Wine Agency, the Georgian government is also working to boost wine exports. 

In 2025, the state programme for promoting Georgian wine internationally is set to receive a substantial boost, with a budget allocation of GEL17.4mn, up GEL1.4mn from the previous year, according to the Georgian National Wine Agency. The programme will focus on "strategic markets" including China, Germany, Japan, Poland, South Korea, the Baltic countries, the United Kingdom and the United States. Contractor companies engaged by the agency will organise promotional events featuring Georgian wine and other alcoholic beverage producers in these key regions.

The initiative also continues to co-finance marketing expenses for companies exporting to priority markets, placing particular emphasis on countries outside the Commonwealth of Independent States (CIS) and the regional GUAM Organization for Democracy and Economic Development comprising Georgia, Ukraine, Azerbaijan and Moldova. Domestically, the programme will support a series of wine exhibitions, competitions, and festivals designed to enhance wine tourism and foster a greater appreciation for wine culture among Georgian consumers.

As of early 2025, the future of Georgian wine looks promising. From the vineyards of Kakheti to the shelves of New York wine shops, Georgian wine is capturing the imagination of consumers worldwide. Meanwhile, the industry’s ability to adapt to global trends, focus on quality and diversify its markets has positioned Georgia for continued growth. 

Looking ahead, Mamulashvili says that Georgian winemakers will continue to innovate and share their rich heritage with an even broader audience. He comments: “Our long-term plans include expanding into new markets, enhancing brand awareness, and positioning Georgian wine as a premium product on the global stage.”