Racha needs a distinct marketing approach to strengthen its presence in international wine markets, Shorena Pataridze, founder of Pataridze’s Rachuli winery, said in an interview with BMGTV.
Pataridze said international wine exhibitions should place greater emphasis on Georgia’s mountain wines and regional diversity. While Georgian varieties such as Saperavi have gradually gained international recognition, Racha remains largely unknown on the global wine map.
She highlighted the local grape varieties Aleksandrouli and Mujuretuli, grown in a limited number of villages in Racha, saying their distinctive characteristics give the region a competitive advantage.
Although Racha cannot match Kakheti in production volume, Pataridze believes the regions can complement each other rather than compete directly, expanding the range of Georgian wines available to international consumers.
She added that presenting Racha as a distinct wine region at international events could create new export opportunities while showcasing the diversity of Georgia’s wine industry.
