Swirl Wine Group to Lead Georgian Wine Campaign in the UK

With financial support from the National Wine Agency, promotional and awareness-raising activities for Georgian wine in the United Kingdom in 2026 will be carried out by Swirl Wine Group, led by Master of Wine Sarah Abbott.

Throughout the year, tasting seminars will be held in various cities across the UK. Georgian wine will be showcased at international exhibitions, alongside targeted advertising and media campaigns. Additionally, wine tours in Georgia will be organized for media representatives, sommeliers, and professionals from the sales sector.

The United Kingdom is one of the world’s largest wine importers and consumers and has emerged since 2014 as a strategically important and potentially growing export market for Georgian wine. To strengthen its position in the UK market, the National Wine Agency has been cooperating with Swirl Wine Group since 2015. Through consistent collaboration with Georgian wine producers, the Agency has contributed to the steady growth of Georgian wine exports.

One of the key priorities of the National Wine Agency is the promotion and increased awareness of Georgian wine in international markets. To diversify export markets, the Agency implements targeted marketing and advertising campaigns in the United States, Europe, and Asia.