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David Songulashvili: “Our Long-Term Goal Is to Produce High-Quality, Premium Segment Wine ”
The Minister of Environmental Protection and Agriculture of Georgia, Mr. David Songulashvili, met with Sarah Abbott, British Master of Wine, to discuss strategies for enhancing the presence of Georgian wine in the UK market and boosting exports.
During the meeting, the importance of positioning Georgian wine as a high-quality and authentic product in the UK wine markets was emphasized by the parties.
“The UK is a strategic market for us, and we are striving to support Georgian winemakers in gaining greater market access. Our long-term objective is to produce premium-quality wine and firmly establish Georgia as a trusted name on the global stage. Due to limited natural resources, Georgia cannot compete in the low-cost, high-volume segment, which is why our focus is on quality and authenticity,” noted Minister Songulashvili.
Discussions centered around reinforcing the market positioning of Georgian wine producers in the UK, increasing export volumes, and leveraging quality as the cornerstone of the country’s wine strategy.
Mrs. Sarah Abbott praised recent progress, highlighting 2024 as a successful year for Georgian wine in the UK, marked by strong consumer feedback and notable sales growth.
“One of our key goals for 2025 is to boost visibility for Georgian wine producers on online sales platforms, which are especially influential in the UK. Moreover, Wine quality begins in the vineyard, so any effort to expand exports and enter the premium market must be rooted in vineyard care and quality control,” Mrs. Abbott said.
The UK, one of the world’s leading wine importers and consumers, has been considered a strategic export destination for Georgian wine since 2014. Since 2015, the
National Wine Agency of Georgia has partnered with Mrs. Sarah Abbott’s company, Swirl Wine Group Ltd, to promote Georgian wine in the UK.
This collaboration has yielded tangible results. In 2024, approximately 426,000 liters of Georgian wine were exported to the UK, a 72% increase compared to the previous year.
Looking ahead to 2025, Swirl Wine Group will continue to represent Georgian wine in the UK, with support from the National Wine Agency. Planned activities include tasting seminars across multiple UK cities, participation in international wine exhibitions, and targeted advertising and media campaigns. These efforts aim to elevate the profile of Georgian wine, boost sales, and solidify its reputation in the premium segment of the UK market.