Georgian winery Chelti has opened a new distribution hub in China, strengthening its presence in the Asian market. The company’s commercial director, Anna Mirianashvili, shared the news during BMGTV’s Women’s Narrative.
According to Mirianashvili, Chelti has officially established its own company in China and secured local import and distribution licenses, a move that will significantly streamline operations and enhance the brand’s competitiveness in the region.
“Until now, we only had a distribution hub in Germany, which supplied our wines to the European market. Now, with the Chinese hub, we can respond to Asian market demands more flexibly and increase sales,” she said.
The company emphasizes that doing business in China requires a nuanced approach and strong collaboration with local partners. “We have a partner there who has been working in the Chinese market for years and helps us with sales and distribution. The Chinese market is very specific, and operating from Georgia alone would be extremely challenging without local representation,” Mirianashvili noted.
With the launch of the new hub, Chelti aims to deepen its reach in Asia while continuing to build on its reputation in Europe through its existing German hub.
