Case Study
Teliani Valley tells of the impact entering the IWSC Global Judging has had on international sales
Teliani Valley's success at the IWSC Global Judging helped put them in conversation with Waitrose's buying team and secured them a UK listing in a prominent retailer.
For 8000 years, no country has been so inextricably tied to its winemaking as Georgia. From the families that pass down qvevri making, to the winemakers who continue to cultivate Georgia’s indigenous varietals (of which there are around 500), wine pulses through this nation’s veins. Yet globally, its wines are still often reserved for niche wine lists and pub quizzes, with its ancient winemaking still vastly unknown to the general public.
Reviving ancient methods, Georgians are drawn to traditional craftsmanship, but are by no means stagnant. Used across all ten wine regions, the qvevri fermentation method is for what the country is most famed, and was even granted UNESCO World Heritage status in 2013. No stranger to this method of winemaking are Georgian wine stalwarts, Teliani Valley, who for over 30 years have continued to honour their country’s age-old traditions.
Based in the Kakheti region, Teliani’s 1997 founding makes them appear embryonic amongst the grand timeline of Georgian winemaking. But in just under three decades their name has grown across the globe, and by continually entering the IWSC they have recently broken through to the UK market.
‘We have participated annually in the IWSC since 2008,’ Teliani’s Export Manager Shota Natroshvili tells us. ‘It is one of the most respected wine competitions and plays a significant role in influencing buying decisions across all sales channels. Annual participation offers visibility, trust, and a strong advantage for retail.’
Participating in the IWSC for nearly two decades, it was only in 2022 that the competition took itself across the globe, providing IWSC judges with the chance to meet producers firsthand. It was during the 2024 Global Judging in Georgia that Waitrose Buyer Emma Penman was particularly taken by Teliani, and used this opportunity to continue the conversation once judging had finished.
‘We met Emma Penman from Waitrose during the IWSC tasting in Georgia, where we had the opportunity to introduce not only the wines we sent to the competition, but also some of the wines that we sell in different markets,’ says Irakli Bokuchava, Teliani Valley’s Commercial Director. International judging had provided Emma with the opportunity to really dig deep into the brand, giving her an overview of exactly what the producers are capable of, whilst immersing herself in the context that their wines are made.
Established by a group of young winemakers, Teliani began making their wines out of converted car workshop, begging, borrowing and stealing equipment from a state-run local winery. On the doorstep of Kakheti’s divine landscape, the group were able to create vibrant, fresh, and quintessentially Georgian wine that rapidly grew in popularity across the country. Today, they exist as one of the biggest and most celebrated producers in Georgia, but still harness the same innovative spirit they started with.
The winery’s Glekhuri Anniversary Edition Kisi 2023 is emblematic of Teliani’s soulful approach to viticulture. Clinching Gold at the 2025 Global Judging, the wine was praised for its waxy bouquet, complex savoury and floral flavours, and aromatic, lingering finish. Whilst this spectacular wine is harder to obtain in the UK, Teliani’s recent partnership with Waitrose has seen their Gorgeous Georgia Red and White appear amongst the supermarket’s shelves. Produced from Saperavi and Rkatsiteli, both the red and white are amazing entry points into Georgian wine, crafted from two of the country’s most famous varietals, and offering the perfect amount of energy and finesse for the everyday consumer.
Teliani have already seen an uptick in revenue thanks to their entry into the UK market. ‘We have seen significant growth in sales,’ Shota reminds us, ‘but the most exciting part is the clear potential to grow this even further in the years ahead.’
Recent times have seen a shift in drinking habits amongst the general public, with more discerning drinkers are reaching for higher-quality bottles on a less regular basis. Alongside this, we are also seeing a growing interest in lesser-known regions and grape varieties, which has had a positive impact on estates like Teliani. Waitrose’s recent decision is not only giving into the zeitgeist, but is paving the way for supermarkets to look beyond ‘typical’ regions and support wine production across the world.
‘Listing in Waitrose has helped us to reach a much larger and more diverse audience than before,’ Shota continues. ‘Being present in national UK retail signals that Georgian wines are no longer just niche items in specialty shops, but are gaining mainstream recognition among British wine consumers.’
About Teliani Valley
Teliani Valley is one of the biggest producers of Georgian wine. Based in Kakheti, they’ve harnessed both ancient and modern techniques to craft wine from many of the region’s indigenous grape varietals. Founded in 1997, the brand has grown from strength to strength, with a presence in the American market that is greater than any other Georgian winery.
More information about Teliani Valley.
