David Songulashvili: Our Long-Term Goal Is to Produce Premium-Quality Georgian Wine

Minister of Environmental Protection and Agriculture of Georgia, David Songulashvili, met with British Master of Wine, Sarah Abbott, to discuss enhancing the visibility and export growth of Georgian wine in the UK market.

Both sides emphasized the importance of establishing Georgian wine as a high-quality, authentic product with a strong position in the British market.

“The UK is a strategic market for us, and we aim to support Georgian winemakers in gaining greater access. Our long-term goal is to produce premium-segment wine and strengthen its presence in international markets. Georgia doesn’t have the natural resources to produce low-cost, mass-market wine; that’s why our focus is on quality,” said David Songulashvili.

The meeting placed special focus on strengthening the positioning of Georgian wineries in the UK and increasing export volumes. Sarah Abbott noted that 2024 was a successful year for Georgian wine in the UK, with positive feedback and rising sales. She highlighted that in 2025, one of the key priorities will be increasing the visibility of Georgian wine companies on online retail platforms.

“This year, our main goal is to position Georgian wine on the most popular online sales platforms in the UK. It’s important to remember that wine quality starts in the vineyard. So when we talk about export growth and placement in the premium segment, vineyard care and the quality of raw materials are essential,” Abbott stated.

The United Kingdom is one of the world’s largest wine importers and consumers and has been considered a strategic export market for Georgian wine since 2014. To help Georgian wine gain a foothold in the British market, the National Wine Agency of Georgia has been cooperating with Sarah Abbott’s company, Swirl Wine Group LTD, since 2015.

Thanks to close and consistent collaboration between the agency and Georgian wine producers, about 426,000 liters of wine were exported to the UK in 2024, marking a 72% increase compared to the previous year.

In 2025, Swirl Wine Group will continue to represent Georgian wine in the UK with the financial support of the National Wine Agency. The marketing campaign includes tasting seminars across the country, participation in international exhibitions, and targeted advertising and media campaigns — all aimed at boosting Georgian wine’s popularity and sales in the British market.