Levan Mekhuzla: “Participating in the IWSC competition encourages entrepreneurs to be focused on quality and international markets”

The IWSC (International Wines and Spirits Competition) will hold its third competition in Georgia. The competition will be held in Tbilisi from November 27 to December 1, 2024, in collaboration with the Gurjaani Wine Festival and the National Wine Agency of Georgia. As is tradition, the IWSC will bring a star-studded team of international judges to Georgia, whose experience and knowledge will ensure that the competition is held to the highest standards. In addition to unique Georgian wines, this year the IWSC International Competition will include a spirits category for the first time.

Levan Mekhuzla, Chairman of the National Wine Agency, talks to us about the importance of the IWSC competition. He positively assessed the previous 2 years and noted that participation in the competition gives winemakers the opportunity to popularize and recognize their products, expand their contacts, and also get acquainted with general trends in the global wine market. He also believes that participation in international competitions is an unprecedented chance for Georgian producers to develop their own winemaking.

Mr. Levan, one year after the IWSC was held in Georgia, how would you assess its impact on the Georgian wine industry? What concrete results has this competition brought to wine companies, wineries and the entire sector in general?

IWSC is one of the oldest and most prestigious wine and spirits competitions in the world, known for its highest evaluation standards and the professionalism of the jury. Holding the IWSC international competition in Georgia has given local entrepreneurs the opportunity to gain international recognition both in the UK and in various countries around the world. The fact that IWSC is being held in Georgia for the third time indicates that there is great interest in our country from the IWSC side, as well as from the Georgian wine industry in the competition. The competition was founded in 1969 and for the second time in its history, and for the first time in Europe, by the decision of the IWSC Directorate, an exception was made and the competition was held only for Georgian winemakers on a country-wide basis (the first was held in South Africa), which was a great recognition and opportunity for Georgian winemakers. The unprecedented growth of the number of participants and the wines submitted each year indicates that Georgian entrepreneurs have actually seen the importance of participating in such competitions and are oriented towards producing the highest quality wine products, as indicated by the growth trends in Georgian wine exports to the European market.

This year, it is also possible to submit chacha, brandy and other high-alcohol beverages to the competition. What is the significance of this expansion for the Georgian beverage industry and what are your expectations in these categories?

I welcome this news, because chacha, brandy and other high-alcohol products play an important role in export and bring quite large revenues from export to the wine industry and the country. Participation in the competition will stimulate entrepreneurs to be focused on quality and international markets. We have many interesting products to offer to international markets in this direction. Experience has shown us that at international exhibitions, along with Georgian wine, there is a growing interest in high-alcohol beverages from professionals. I wish success to all entrepreneurs who will participate in this direction of the competition for the first time this year.

Why should Georgian winemakers participate in this competition this year?

Participation in such a prestigious competition is the best opportunity for a wine producer to increase the awareness of their wine in international markets and, at the same time, motivates the winemaker to produce quality and distinctive tasting wines. It is also a great opportunity for them that the jury members of the competition, famous British experts, share their experience with Georgian winemakers about the requirements and trends of the British market. The medal-winning wines of this competition have a much greater chance of being successfully sold in the wine markets of Britain and other countries of the world, as professional wine buyers attach great importance to the medal. Accordingly, participation in an internationally recognized competition is an unprecedented chance for Georgian producers to increase exports and develop their own winemaking.

We would like to remind you that registration for participation in the “IWSC 2025 Wine & Spirits Judging in Georgia” is possible until November 1.

This year, winemakers can expect an important novelty: in addition to wine products, it will be possible to submit chacha, brandy and other high-alcohol beverages to the competition.

To register, visit the link: https://bit.ly/4eUvaCG