Georgian wines are gaining more definition, consistency, and recognition with each passing year – Christelle Guibert

Could you briefly summarize the key achievements of the IWSC’s three-year presence in Georgia and what impact this collaboration has had so far?

Over the past three years, the IWSC has brought more than 25 influential wine professionals — including importers, retailers, sommeliers, and journalists — to Georgia. This diverse group has experienced Georgian wine and culture first-hand, gaining a deep appreciation for its indigenous grape varieties and distinctive winemaking traditions. Many of them have since become passionate ambassadors for Georgian wine, championing it through their networks, media platforms, and professional circles.

Beyond the judging itself, our partnership has played a key role in promoting Georgian wines internationally. We have showcased IWSC medal-winning Georgian wines at major trade events such as the London Wine Fair and featured them within the UK Sommelier competitions — placing Georgia’s finest wines directly in front of influential buyers, educators, and hospitality leaders.

By combining the IWSC’s global reach — with judges, partners, and communications spanning more than 90 countries — with Georgia’s authentic and compelling wine story, we have significantly strengthened the international profile of Georgian wine. As we enter our fourth year, we encourage producers to take part and showcase their wines to the world’s leading experts — joining a movement that continues to put Georgia on the global wine map.

From your perspective, what has been the effect of this three-year competition and the two flagship events in London (London Wine Fair & Sommelier of the Year) on Georgian wine’s visibility in the UK? Have you observed a noticeable growth in interest and awareness?

Absolutely — over the past three years, we’ve seen a clear and growing interest in Georgian wines across the UK trade and hospitality sectors. The exposure gained through the IWSC judging in Georgia, combined with the visibility at major London events such as the London Wine Fair and the UK Sommelier of the Year competition, has played a major role in this.

By featuring IWSC medal-winning Georgian wines at these high-profile events, we’ve helped position Georgia as one of the most talked-about emerging wine regions. Sommeliers, buyers, and educators who tasted the wines at these events have expressed genuine curiosity and enthusiasm, with many now including Georgian wines in their portfolios, lists, and training programmes.

The competition has not only raised awareness but has also changed perceptions — Georgian wines are no longer seen as a niche curiosity but as serious, quality-driven wines worthy of international attention. This growing recognition is reflected in the number of trade and media professionals engaging with Georgian producers, and in the continued expansion of Georgia’s presence across the UK on-trade and independent retail sectors.

How would you compare the first edition of the IWSC in Georgia to the most recent one? What has improved, developed, or surprised you most along the way?

Each year of the IWSC in Georgia has been a new journey of discovery. Every edition has taken us and our judges to a different part of the country, allowing us to explore the incredible diversity of Georgia’s wine regions, from the well-established areas to those still emerging on the international scene. This regional approach has given our judges — many of whom are global wine professionals — a much deeper and more nuanced understanding of Georgian wines and their unique identities.

Over the past three years, we’ve also had the pleasure of following many producers and seeing how their wines perform year after year. This continuity not only highlights those who consistently perform well but also shows how the overall quality and confidence of Georgian producers are evolving. It’s always rewarding to reconnect with familiar faces, taste new vintages, and discover new producers joining the competition.

What stands out most is the progress we’ve witnessed — both in winemaking and in the producers’ engagement with international standards. The journey so far has been an incredible opportunity for mutual learning, and it’s clear that Georgian wines are gaining more definition, consistency, and recognition with each passing year.

This year, the IWSC will visit Ajara and become acquainted with wines from the western region. What are your expectations for this experience, and what unique qualities of the region are you most curious to discover?

We’re very excited to visit Ajara and explore the western part of Georgia, which remains less familiar to many of our international judges. Each region we’ve visited so far has revealed a different facet of Georgia’s winemaking identity, and Ajara promises to bring another dimension to that story.

We’re particularly curious to discover how the coastal climate and unique terroir influence the wines, and how local grape varieties and traditional techniques express themselves in this part of the country. Western Georgia has a reputation for producing fresher, lighter styles, and we’re eager to taste how these wines reflect the region’s distinct environment and culture.

Beyond the wines themselves, these visits are always an incredible opportunity for cultural exchange — to meet the people behind the wines, hear their stories, and understand how tradition and innovation coexist in Georgian winemaking. Each new region deepens our appreciation of Georgia’s diversity, and we’re confident that Ajara will once again surprise and inspire our judges.

What is your vision for the IWSC 2026 in Georgia, and how do you see it contributing not only to the promotion of Georgian wines but also to positioning Georgia as a broader hub for regional wine and spirits?

Looking ahead to 2026, our vision is to build on the strong foundation of the past three years and further elevate Georgia’s position on the global wine and spirits map. We want the IWSC in Georgia to continue being a platform that not only celebrates excellence in Georgian winemaking but also connects the country more closely with the wider international wine and spirits community.

One of our key initiatives will be to create a dedicated Georgia hub on our consumer platform, Club Oenologique, cluboenologique.com. This online destination will feature the top-performing Georgian wines from the IWSC, alongside editorial content exploring the country’s regions, producers, and winemaking traditions. The goal is to create a space where both trade professionals and consumers can learn more about Georgian wine — its people, its culture, and its incredible diversity.

We are fully committed to promoting the IWSC results to our global audience of wine lovers, buyers, and industry leaders. By sharing these stories and successes internationally, we aim to strengthen Georgia’s identity not just as a producer of outstanding wines, but as a regional hub for innovation, quality, and authenticity in both wine and spirits.