Harry Crowther: The ancient heritage of Georgian wine means that, as with everything, there is a lot of history to tell…

IWSC 2025 Wine & Spirits Judging in Georgia, organized in collaboration with the Gurjaani Wine Festival and the National Wine Agency of Georgia, will take place in Tbilisi from November 27 to December 1, 2024.

As part of the competition, British wine buyer Harry Crowther will visit Georgia for the first time. Ahead of his trip, he shares his expectations.

– As a wine buyer specializing in personalized wine selection, how do you think your experience will influence your role as a judge at the IWSC competition?

Good question. The individual nature of my work lies in choosing the right wines for the right customer. So, when I’m tasting and assessing wines from Georgia, I’m always thinking about my clients’ preferences. I consider whether a particular wine would be suitable for my customers and, consequently, for the UK market.

– You have worked in countries with highly developed winemaking, such as New Zealand, Portugal, and the Douro Valley. How will this diverse practical experience affect your evaluation of Georgian wines?

I think this experience has allowed me to look at winemaking from different perspectives. Before I even start talking about aromas and flavors, my number one evaluation criterion is cleanliness – whether there are any faults, etc. I know Georgian wine has a rather natural style, so my knowledge of wine cleanliness will serve me well.

– You have worked in prestigious places such as Hedonism and the M Restaurant Group. How has this experience influenced your understanding of wine quality and consumer demand?

Yes, that’s a good question. This experience gave me the opportunity to see two very different environments. Hedonism offers the highest quality rare wines, but the wines presented there do not reflect the reality of the UK market. On the other hand, the M Restaurant Group more closely represents the actual market.

– As the founder of a consultancy focused on wine profitability in the trade sector, what aspects of wine do you consider critical to success? How can Georgian wines, with their unique characteristics and ancient traditions, adapt to today’s market?

Interesting question. First of all, Georgia’s ancient heritage means there is a wealth of stories to tell.

What aspects do I consider critical to wine success? I think packaging is extremely important. From what I’ve seen, I believe the Georgian wine industry still has work to do in terms of packaging and marketing. Fortunately, there are people – including some very influential Masters of Wine – who are focused on developing marketing for Georgian wines. Packaging is crucial, especially in the e-commerce environment in which I work today.

– As a new member of the IWSC judging panel in Georgia, what will be your role in the wine evaluation process?

To be honest, I’m not entirely sure. But if we go back to my earlier point about winemaking, I have specific production experience that might be broader than that of other judges. Also, as a new judge, I can approach the overall picture with a completely fresh perspective.

– We are very excited to have you on board. You have experience working with both traditional and new wines. How do you approach judging wines from a country with an ancient winemaking tradition like Georgia?

Georgia is an ancient country, so I think it will require a lot of observation on my part. A lot is being done to modernize these wines. It’s definitely worth considering what the “New World” is doing well, as many regions there are quite progressive. Ultimately, it’s about finding the balance between the old and the new, and telling both stories.