Georgian wine producer Askaneli reports that its average export price increased in 2025, but overall export volumes declined. According to the company’s director, the price rise reflects a strategic shift toward higher-quality, premium wine segments. However, reduced sales in Russia, driven mainly by higher excise taxes and rising shelf prices, led to an overall drop in exported volume.
While shipments to Russia fell significantly, Askaneli saw growth in other markets, including the United States, the United Kingdom, Poland, and several Asian countries. Still, these markets remain too small to offset the decline in Russia, traditionally the company’s and Georgia’s largest destination for wine exports. For Askaneli, overall wine export volumes dropped by about 14%, largely due to weaker demand for lower-priced wines, which the company no longer discounts.
Askaneli says the shift toward premium wines has improved profitability despite lower volumes. Including its broader portfolio, such as brandy and chacha, the company reported overall growth, though wine exports alone declined in line with Georgia’s sector-wide trend. In 2025, Georgia’s total wine exports fell nearly 3% to USD 268 million, with Russia accounting for most of the decrease.
Looking ahead, Askaneli plans to expand exports in 2026. The company aims for 15–20% growth in Asian, European, and U.S. markets, while maintaining its current scale in Russia. Management notes that Russia’s sharp year-on-year decline, around 12 million liters of lost volume nationwide, continues to exert significant pressure on Georgia’s wine industry.
