In the context of reduced demand in the wine market, "Chaleli" Winery is revisiting its strategy. As the company’s founder, Jaba Abaishvili, mentions, 2025 was a challenging year for the winery. Last year, the company produced approximately 5,000 bottles of wine, but was unable to fully sell this amount, leaving some of the product unsold in the cellar.
"Sales were down. We produced up to 5,000 bottles, but it was difficult to sell that amount, and we still have old vintage wines left," Abaishvili states.
He further explains that this decline in demand is not only observed in Georgia but globally. The consumption of wine worldwide has dropped by about 25%, which directly impacts small producers. Consequently, the company has also reduced the volume of grapes processed this year.
As Abaishvili explains, due to existing stock and decreased demand, "Chaleli" decided not to focus on increasing production but rather to diversify its product range. "Our strategy is no longer focused on increasing volume; instead, we are focusing on diversifying the assortment. We plan to add new types of wine. We will not significantly increase the volume, but we will make changes to the assortment," he says.
Regarding exports, "Chaleli" has reduced its activity in this area. Currently, the company's wine is presented in Berlin at "8000 Harvest" but Abaishvili mentions that given the limited volume, expanding exports is no longer a priority. Instead, the company will focus on the domestic market.
“We’ve decided not to focus much on exports and to focus on the domestic market. In 2025, we added two or three stable outlets on the domestic market, and we plan to continue in this direction this year,” says Abaishvili.
The company has also made infrastructural investments, including building a new cellar in Knolevi, a village in the Kareli municipality, with an investment of about 70,000 GEL. Although the facility’s setup is not yet fully completed, Abaishvili highlights that the new space is technically advanced and meets the company’s production standards.
"Although the construction of the facility is not fully finished, the new space is more technically equipped and aligns with the company’s production standards," he says.
