Some Georgian wineries report decreasing sales on the local market. According to Shalva Kurdadze, founder of Papari Valley, demand has weakened partly because the geography of tourists has changed, with a growing number of visitors from Asian countries who show little interest in Georgian wine.
Kurdadze says another trend is reduced spending on premium-segment wines. Consumers are more cautious compared to previous years, and this is affecting high-quality producers in particular.
He noted that Papari Valley is now “practically surviving on exports,” as the restaurant sector has slowed significantly. The number of “quality tourists” who used to dine in premium restaurants and purchase premium wines in Tbilisi has dropped, while many of today’s visitors are less interested in wine or gastronomic experiences.
Local restaurants are also struggling, ordering far less wine than before. “People avoid spending money in restaurants, especially on expensive beverages amid uncertainty,” Kurdadze said, adding that the company’s domestic sales have fallen by 25–30%.
