Georgian winery “M7 Wine” is entering a new stage of development, unveiling a rebranded line of Georgian grape varieties under the name “Kartlosi.”
According to the company’s founder, Beka Kokaia, the idea for rebranding was inspired by international experience. Speaking on BMGTV’s Women’s Narrative, he discovered that foreign consumers knew little about the deep historical roots of Georgian winemaking.
“I realized that Georgian wine has far more potential than how it’s currently represented on the market. The rebranding is not just about changing my product, it’s an attempt to popularize Georgian wine as a whole,” said Kokaia.
The new “Kartlosi” label features a symbolic image of the first Georgian winemaker, representing the ancient tradition of pressing grapes in Qvevri more than 8,000 years ago. The brand’s slogan captures this concept: “Kartlosi, the first winemaker in Georgia, and therefore in the world.”
According to Kokaia, the label design is both visual and educational, with each bottle telling a short story about the origins of Georgian wine, helping international consumers recognize Georgia as the birthplace of winemaking.
“When people abroad asked me what story my wine tells, I realized every small winery needs a narrative. ‘Kartlosi’ is that story, one that began 8,000 years ago,” Kokaia explained.
“Kartlosi” wines will begin appearing in partner stores and bars this week, with the first export batch already in preparation. Meanwhile, the “Mshvidi Wine” label will remain on the market, continuing to produce European varieties such as Muscat and Chardonnay, while “Kartlosi” will exclusively feature Georgian grape varieties.
Kokaia emphasized the importance of collaboration among small wineries rather than competition:
“I don’t believe small wine cellars are competitors. On the contrary, we all serve the same goal. If I promote my wine effectively, I’m also promoting Georgian wine as a whole.”
For reference, M7 Winery’s vineyards and cellar are located in Kvareli, in the village of Akhalsopeli, within the Kindzmarauli microzone, one of Georgia’s most renowned winemaking regions.
