“Wine Sales in Europe Have Declined – Our Export Share Has Adjusted from 70% to 45%” – Gvardzelashvili’s Marani

Wine sales in Europe have declined, with the company’s export share decreasing from 70% to 45%, according to Giorgi Gvardzelashvili, founder of the organic wine-producing company “Gvardzelashvili’s Marani,” in an interview with Business Partner.

According to him, the United States is currently the fastest-growing export market, where the company plans to expand further.

“In total, we were present in eight countries, but we have exited three of them. The UK, the Netherlands, and Italy are no longer part of our export markets. This trend began in 2025. In Europe, people are drinking less alcohol, and economically they are no longer as financially comfortable as in previous years. There are many factors that have contributed to this trend.

Despite everything, the U.S. market is considered the fastest-growing in terms of sales. Accordingly, we are focused on expanding there.

Currently, 45% of our production is exported, while the remaining portion is sold locally at our wine cellar. From a tourism perspective, the beginning of 2026 showed relatively low figures at our winery, but activity picked up from mid-March, with around 3–4 bookings per day. Most visitors are from Spain,” said Giorgi Gvardzelashvili.

He also noted that “Gvardzelashvili’s Marani” is preparing to enter the Chinese market, with wine samples already sent and the company awaiting feedback.