Analysis of Georgian Wine Exports for the First Half of 2025–2026

Georgian wine exports have become one of the most successful sectors of Georgia’s economy over the past two decades. Although the bulk of exports still go to postSoviet countries, recent statistics point to a more significant trend — Georgian wine is slowly but steadily gaining ground in European and other highincome markets. This shift is not always reflected in higher volumes; its qualitative side is far more important — the value of Georgian wine is rising, demand in the premium segment is growing, and consumers are increasingly willing to pay higher prices for Georgian wine.

According to data for the first six months of 2026, Georgia exported 37.7 million liters of wine worth US$117.3 million to countries around the world. Compared with the same period in 2025, exports fell 3.6% in value and 8.8% in volume. At first glance this appears to be a negative trend; however, analysis of individual markets paints a very different picture.

The largest decline was again recorded in the Russian market. Export value fell by approximately 3.9%, and volume by almost 10%. Nevertheless, Russia remains the largest export market for Georgian wine. This again confirms that the Russian market continues to be an important economic factor for Georgian winemaking. However, from a longterm development perspective, heavy dependence on a single market is always risky — a fact repeatedly demonstrated in the past.

A very different trend is visible in the European Union. Exports to Germany rose 28.5% in value and 21.7% in volume. Positive dynamics are also recorded in Ukraine, where export value increased by 3.3% and volume by 2.6%. Exports to Turkey nearly doubled, rising by more than 90% in value. These figures suggest that Georgian wine is gradually expanding into markets where consumers choose not only on price but also on quality, origin, and wine heritage.

Also notable are the 2025 statistics showing the average export price of Georgian wine rising from US$2.91 to US$2.98 — an increase of about 2.4%, which confirms a gradual shift into higher price categories. Strategic markets where the price per liter significantly exceeds the average are particularly interesting: US — US$6.20 per liter; Japan — US$5.82; UK — US$5.10; Germany — US$4.66. This indicates that on Western markets Georgian wine is no longer merely a lowcost alternative but is increasingly positioned as a highervalue product.

This is where the European market’s defining characteristic becomes clear. European consumers expect quality, consistency, uniqueness, and authenticity from Georgian wine above all. It is a market where buyers are willing to pay significantly more for wines that carry their own history, culture, and identity. For that reason, export growth to Europe is often slower than in other regions, but its economic impact is much greater.

This dynamic particularly benefits small family wineries and naturalwine producers. Qvevri wine, minimally intervened natural wines, and local grape varieties belong to a segment whose consumers are largely concentrated in Europe. In Western Europe a distinct group of buyers has already formed that actively seeks out these wines and pays premium prices for them. For naturalwine producers, therefore, Europe is not merely another export destination but the most natural and promising market for growth.

Of course, this process will not be quick. The European wine market is the most competitive in the world. Winemaking in France, Italy, and Spain benefits from centuries of established reputation, strong brands, and vast marketing resources. In such an environment, Georgian wine can only establish itself through quality, consistency, and patience.

For that reason, the future of Georgian winemaking should not be judged solely by the number of liters exported. A far more meaningful indicator is how much the value per liter increases, how premium markets expand, and how firmly Georgian wine secures a place in the highend segment.

Current statistics point in that direction. The Russian market remains important and is likely to retain its leading position in the near term, while sales of Georgian wine in Europe are growing steadily. That growth may be slow, but it is more sustainable because it is based on quality rather than low price.

The 2025–2026 results show that the National Wine Agency’s efforts to promote Georgian wine internationally have been effective, especially in Europe and other higherpriced markets. However, competition in these markets demands substantially greater resources. The state therefore needs to increase funding for international marketing so that Georgian wine can more firmly establish itself in the premium segment and the positive momentum already created can be strengthened.

Ultimately, the key formula for Georgian wine’s success is not growth in volume but growth in value. To achieve this, Georgian winemakers must continue to invest in their craft, continually improve wine quality, and create products that can compete with French, Italian, and Spanish wines. This is not an easy path, but it is the route that can secure Georgian wine a lasting place on the world’s premiumwine map.

Levan Sebiskveradze