Georgia’s wine sector needs greater freedom and stronger international promotion rather than additional regulations and bureaucracy, according to Iago Bitarishvili, founder of Iago’s Wine.
Speaking on BMGTV’s Tsertili, Bitarishvili criticized recently introduced and proposed regulations, including restrictions on vineyard planting, mandatory labeling, expanded organoleptic testing, and tighter limits for wineries holding “small winery” status. He argued that wine quality cannot be improved through paperwork and administrative requirements.
Bitarishvili said the global wine industry is facing challenges and that countries such as France, Italy, and Spain are responding by investing more in international marketing. In his view, Georgia should redirect a larger share of funds currently spent on grape subsidies toward promoting Georgian wine abroad and strengthening its presence in higher-value market segments.
He also warned that the sector is already experiencing difficulties, pointing to the growing number of vineyards and wineries listed for sale. “There is a crisis in the industry,” he said, adding that maintaining a liberal business environment and limiting new regulations would help support quality, competitiveness, and international recognition.
