Firstly, I’d encourage you to read this article by Daria Kholodilina. It gives a great summary of recent wine trends in Georgia, and was the stimulus for the opinions I am about to share here.
Well, have you read it now? Go on – I promise it won’t take you long.
I agree with Daria that the story of Georgian wine can get repetitive for people familiar with it – 8,000 years of wine history – qvevris and orange wine – importance of wine in Georgian culture – Soviet wine production in Georgia (boo) – etc, etc. But we lovers of Georgian wine should remember that most people are still ignorant of that story.
While boring for some, it is still in my opinion vastly important to communicate that story of tradition, because it is a true unique selling point that differentiates Georgia and its wine from the rest of the world. The recent introduction into Georgia of pet nat wines, free-standing qvevri, and concrete eggs, is also interesting, and may make some producers stand out amongst their fellow Georgians, but in the global context they are not so remarkable. Of course underground qveris are used elsewhere in the world too, but not with all the tradition and experience of Georgia.
If you think traditional qvevri are boring, you should try visiting producers in other countries! I am sure most tourists and importers would much rather see qvevri tops, than yet another array of stainless steel tanks followed by a bottling line. I hasten to add that I personally am sufficiently geeky to find all of the above interesting, so if you have recently shown me your bottling line please don’t be offended 🙂
But to return to the story of Georgian wine, here are some suggestions as to how Georgian producers might seek to differentiate themselves amongst their neighbours within a traditional context:
1) If you use qvevri, talk about the variation in qvevri winemaking throughout the country, and explain how you fit into the national picture, and within your region. I know your wines are not all heavily extracted tannic monsters, but I am not sure how many people understand that yet.
2) Give context to your grape varieties in the same way. Explain how local or widespread they are, and where they are grown. I personally also find it helpful to know how the names translate into English, because they then become more meaningful and easy to remember.
3) I think most people already do this, but tell your backstory. I find the roots of Georgian producers particularly fascinating as they are so diverse – from hobbyist to ex-Soviet wine factory and everything in-between.
4) Finally – terroir. My impression is that this is given very little emphasis in Georgia, but wine people in general seem to love hearing about terroir. So why not do some research on your geology and soils, and your micro- and macro-climates, and explain why they are so important?
I know I cannot speak for everyone, but the above is my opinion as a British drinker of Georgian wine who has so far made a couple of trips to Georgia, and has visited vineyards on both trips. I’d also like to emphasise that I am not against innovation per se -it’s just that it is the Georgian tradition of winemaking that will keep drawing me back to the country and its wine.
Having now completed most of Daria’s bingo card, I shall end with a gaumarjos – გაუმარჯოს.