Georgia’s wine exports have declined by 12% during the first nine months of 2025, reaching a total value of approximately USD 190 million (≈EUR 177 million), according to recent data released by official sources and industry analysts.
The downturn, while influenced by temporary market conditions, is increasingly being linked to underlying structural issues within the country’s wine industry.
Levan Samanishvili, former director of the Georgian National Wine Agency, stated that part of the decline was anticipated. At the end of 2023, many Georgian exporters advanced shipments to Russia in order to avoid higher excise taxes introduced in early 2024. As a result, export figures for the current year reflect a natural correction following last year’s accelerated trade activity.
However, Samanishvili emphasized that the data also exposes deeper weaknesses within the Georgian wine sector. “Beyond short-term market fluctuations, we are witnessing systemic challenges that must be addressed,” he noted. Among these challenges, he highlighted a decline in wine quality, as well as poor coordination during the 2025 harvest season. Many wineries struggled to source high-quality grapes, leading to inconsistent production outcomes.
In several wine-producing regions, state-owned enterprises became the primary grape buyers, sidelining smaller and medium-sized producers who traditionally play a crucial role in maintaining quality standards. This shift has reinforced the dominance of large-scale production, often focused on volume rather than premium quality.
Georgia’s wine industry remains highly export-dependent, with Russia continuing to account for the majority of sales. Consequently, shifts in Russian demand, currency fluctuations, and fiscal policies have had a direct impact on Georgia’s overall export performance. The heavy reliance on a single market, coupled with limited diversification, has made the sector vulnerable to external shocks.
Industry experts argue that revitalizing the Georgian wine industry will require a multi-faceted strategy. Key measures include:
- Improving harvest organization and quality control mechanisms;
- Supporting small and medium-sized wineries, which are often more agile and quality-driven;
- Enhancing product differentiation and brand positioning in global markets;
- Expanding export destinations beyond traditional partners, particularly within the EU and Asia-Pacific regions.
Despite the concerning figures, the Georgian government has not yet announced any new policies or support programs to address the situation. However, industry representatives are calling for a comprehensive review of national wine policies, emphasizing the need for greater institutional support, improved access to finance, and investment in research and vineyard modernization.
Wine remains a pillar of Georgia’s national identity and economy, with centuries-old winemaking traditions and a growing global reputation for indigenous grape varieties such as Saperavi and Rkatsiteli. Preserving this heritage, analysts warn, will depend on the country’s ability to balance quantity with quality and strengthen the competitiveness of its wine sector in an increasingly challenging global market.
Source: Vinetur