In the European market, Georgian winemakers complain about the lack of demand for Georgian wine and say that Georgian wine is not available on European store shelves. According to Gocha Chkhaidze, founder of Askaneli, there are activities to promote Georgian wine, but more pace and diversity are needed.
As of his assessment, wine under the Askaneli brand is currently sold in Europe on the German and British markets, but these volumes are not sufficient. According to him, increasing volumes is possible if we place our products on the shelves of European chain markets.
“We hold a leading position in the Baltic countries, so we have quite good sales. I cannot say the same in other countries. We sell our wine in Germany and the UK. In London, Askaneli Wine is sold at several Michelin-star restaurants, but it is not enough. We cannot increase the quantities, because traditional markets are very dominant, and nothing can change this shortly. However, I think that if we have the opportunity to place our wine on the shelves of world-famous supermarkets such as Lidl, Georgian wine will be popularized very soon,” said the founder of Askaneli.
Company Askaneli was founded in Guria in 1998. Askaneli makes wine according to the old Georgian tradition, using large underground clay vessels called Qvevri. The company produces more than 60 denominations of wine.
