Georgian wine producer Tbilvino plans to expand in the premium wine segment in 2026, according to Aleksandre Margvelashvili, head of the company’s marketing department. He noted that the move aligns with global trends of oversupply and declining wine consumption.
“Our focus will be on premium wines produced from selected vineyards in Gurjaani, Shashiani, and Vachnadzeani. These wines will be the centerpiece of our strategy both in Georgia and internationally,” Margvelashvili said. The company already has strong partners in the UK and recently started collaborations in Canada, with export efforts targeting Western Europe, North America, and East Asia.
Margvelashvili emphasized that while global wine consumption is declining post-COVID, consumers increasingly value quality over quantity, preferring high-end wines over inexpensive options. In Georgia, consumption has not dropped sharply, but preferences are gradually shifting toward bottled and higher-quality wines.
Regarding sales trends, he noted that the second half of December remains the company’s busiest period, with sparkling wines seeing growing demand. Overall, 2025 was a positive year for Tbilvino, though challenges such as seasonal and climate impacts on wine quality persist.
