Former Head of Georgia’s National Wine Agency, Vasil Managadze, has criticised the introduction of mandatory wine labelling, describing the measure as a disguised excise tax. Speaking to BMG’s Business Course, he questioned what specific problems in the wine industry the new regulation is intended to address.
Under an order issued by the Minister of Environmental Protection and Agriculture on November 4, 2026, mandatory labelling requirements for alcoholic beverages will take effect on February 1, 2027. Although the official fee has not yet been determined, preliminary estimates suggest it could amount to GEL 0.10 per bottle. The requirement will also apply to small wineries, although they have reportedly been promised a lower fee.
Managadze said the additional cost would ultimately increase retail prices for consumers. He argued that the measure effectively reintroduces the excise tax under a different name, requiring wine producers to pay for labels on products intended for both domestic and export markets.
“The purpose of introducing this new labelling requirement is to milk the wine sector. It is completely unclear what problem it is solving. Is wine quality low, and will labelling improve it? Are sales insufficient, and will introducing this requirement increase sales? The only clear result is that the National Wine Agency has created a new source of revenue, yet nobody can explain how this money will be used,” Managadze said.
