Tamta Aivazishvili, founder of the family wine-producing company “Sisters' Wine”, says that although interest in Georgian wine in Europe is high, this interest is not yet reflected in export statistics. She made this statement during an interview with BMGTV’s Business Week program while discussing wine exports.
“Large companies are clearly feeling this decline, but the situation is even more difficult for small entrepreneurs. There has been interest from Italy, Germany, France, and Switzerland, samples have already been sent, but despite the uniqueness of Qvevri wine, Georgia still has to prove that we are quality wine producers,” said Aivazishvili.
According to her, the selling price of Georgian wine on international markets remains low, which poses a major challenge for small producers.
“The price offered for the Polish market was so low that it was no longer worth cooperating with us. We were talking about USD 1 per bottle, and USD 4 was already considered a good price,” she explained.
The founder of “Sisters' Wine” believes that for international interest to translate into actual results, higher sales and export growth, a stronger and more large-scale promotion of Georgian wine is needed.
“The National Wine Agency often organizes interesting campaigns, for which we are grateful, but participation in them is associated with such high costs that it’s almost unaffordable for small wineries. In many cases, we can only afford the presentation table, while other expenses, which sometimes reach up to €5,000, are practically unbearable for us,” said the winemaker.
Currently, “Sisters' Wine” is sold on a test basis in Norway, Sweden, and Canada. The brand has been present in the Scandinavian market for six months, where sales account for about 5% of total production.
For reference, wine exports from Georgia decreased significantly in January–September 2025. According to official statistics, 64.4 million liters of natural wine were exported, generating USD 189.8 million in revenue. During the same period last year, exports totaled 73.6 million liters worth USD 214.5 million. Accordingly, the volume of exports declined by 12.5%, and revenue decreased by 11.5%.
