Chairman of the National Wine Agency, Levan Mekhuzla, says that the new labeling fee introduced under amendments to the law on vine and wine will be fully directed toward the promotion of Georgian wine. Speaking to BM.GE, he explained that the additional charge per bottle will serve as a dedicated source of funding for marketing and promotion programs.
Mekhuzla noted that the goal of the change is to increase resources for promoting Georgian wine internationally. According to him, all revenues from the new system will be fully reinvested into promotional activities, helping strengthen the country’s wine branding abroad.
He also explained that under the planned amendments, “natural wine” will be exempt from tasting procedures, while other categories will require labeling that indicates quality and origin. Mekhuzla said this approach follows European practice, where protected designation of origin products carry specific marks to inform consumers and ensure transparency.
The changes are expected to take effect from February 1, 2027. Alongside tasting fees and labeling costs, the reforms are projected to increase industry expenses by around 14–15 million GEL, which will directly boost the National Wine Agency’s revenues and, in turn, the budget for wine promotion programs.
