Mariam Gujabidze: “Winning the IWSC competition has shown many Georgian winemakers new opportunities”

Georgia will host the International Wine Competition, IWSC 2025 Wine & Spirits Judging in Georgia for the third time this year. Holding it in Georgia once again emphasizes the importance of our country on the world wine map. This year, at the IWSC competition, Georgian producers will have the opportunity to present their own chacha, brandy and other high-alcohol beverages in addition to wine and introduce authentic local beverages to the world in addition to wine.

Georgian producers are once again given a unique opportunity to showcase their products on the international stage. This is a chance to gain recognition from world-class experts and increase their awareness in the global market.

Mariam Gujabidze, Brand Ambassador of IWSC Wine & Spirits Judging in Georgia, talks to us about the importance of the competition, the prospects for Georgian winemakers, and this year’s opportunities.

IWSC has been held in Georgia for three years. What changes do you see over these three years? What impact has this project had on the Georgian wine industry?

Two weeks ago, I was a speaker at a women’s economic forum, within the framework of which the audience had the opportunity to share the success of their own company. Among these stories was the story of one woman winemaker and her family, which for me is an indicator of the impact of IWSC Wine Judging in Georgia on the Georgian wine industry. This woman shared with us with great pride how their wine won a gold medal at such a prestigious competition and what a great victory and incentive it was for them, as a small winery. I have heard many similar stories, of pride, victory and appreciation of the work of our winemakers, each such story convinces me of how much opportunity we have given, especially to small and medium-sized wineries, by bringing the competition to Georgia. Winning the IWSC competition has opened up new export markets for many Georgian winemakers, shown them new opportunities and once again confirmed the uniqueness and quality of their wines.

This year, in addition to wine, chacha, brandy and other high-alcohol beverages will also be presented at the competition. What is the significance of this expansion for the Georgian beverage industry and what are your expectations for these new categories?

This is the third year that the competition has been held in Georgia and every year we are growing and developing more. If last year the geography of our competition expanded and Armenian and Azerbaijani wine producers were given the opportunity to participate in it, this year it was decided to expand the types of beverages participating in the competition and as a result, the category of spirits was added. During our time in Georgia, outside the tasting room, we introduced the jury members to Georgian chacha and cognac and made them friends. I must admit that they were incredibly excited about Georgian spirits, so this year I am sure that this excitement will turn into gold, silver or bronze medals in the tasting rooms. If the arrival of IWSC in Georgia has attracted the attention of the world wine community to Georgian wine, it is time for us to introduce them to the diversity of Georgian spirits and, like winemakers, open the door to new opportunities for Georgian spirits producers.

We will be hosting an impressive international jury at this year’s competition. What impact do you think the visit of such high-level experts will have on the reputation of Georgian wine in the global market?

Under the auspices of the IWSC competition, internationally recognized and authoritative experts in the wine industry come to Georgia: famous buyers, senior sommeliers and masters of wine. In addition to getting to know and thoroughly studying Georgian wine themselves, it is of great importance that they also actively promote Georgian wine within the framework of marketing activities during the competition and in the subsequent period, which gave us the opportunity to reach a global audience of wine lovers. The presence of the members of the honorary jury and the hosting of the world’s oldest and most prestigious competition in Georgia for three consecutive years has further increased awareness and interest in Georgian wine and has placed Georgia on the map of world wine competitions.

The IWSC award is an important recognition for wine producers all over the world. What advice would you give to Georgian winemakers who are planning to participate in the competition, and how can they best use this opportunity to establish themselves in the international market?

I am pleased that Georgian winemakers have fully understood the importance of participating in the competition and its benefits, as evidenced by the 1,007 wine samples submitted to the competition over the past two years. The competition has identified many new small and medium-sized wine producers who have never presented their wine at such an authoritative international competition. For such winemakers, the IWSC medal is a key to easily opening the door to new markets and a guarantee of quality. Therefore, for the third year in a row, we are inviting Georgian winemakers, and this year, Georgian spirits producers, to participate in the competition and introduce themselves to the British and global wine community.