Interview with the Importer - Eka Cox, Taste of Georgia
When Eka Cox founded Taste of Georgia, she wasn’t just starting a business — she was creating a bridge between two worlds. For Eka, like many Georgians living abroad, homesickness is a constant undercurrent. Over time, that ache turns into something softer — something that can be soothed by the familiar taste of wine, the smell of spices, the joy of sharing a meal.
What began as a personal way to reconnect with her roots became a mission to introduce Georgian wine to the UK — not as an exotic curiosity, but as a world-class wine with deep history and soul. Along with her husband Richard and her childhood friend Shalva, Eka now runs both an import business and a London-based restaurant and wine shop that bring Georgian hospitality to life.
How and when did you come to the idea of importing Georgian wine?
For Georgians living abroad, the homesickness never goes away. At first it is intense and painful but as time passes and you settle into the rhythms and customs of your new home you inevitably start to make comparisons and in doing so you can find comfort in anything that reminds you of your homeland. There are days when you flick through your old photos, listen to native music and read a favourite childhood book and you are transported back to your roots, remembering walking in your childhood streets, the smell of springtime, the faces of friends and family from those days and of course the aromas and taste of your childhood foods. These reminiscences bring comfort and a feeling of warmth inside.
At some point, I began talking about Georgian wine to colleagues and friends. I told them about the winemaking traditions, the native grapes, the history. An office colleague encouraged me to do something with that passion — and that’s how Taste of Georgia was born. Now, eight years on, we’ve also opened Kartuli, a restaurant and wine shop in South London, where we’ve created a small, tangible piece of Georgia.
Is it B2B, B2C, or both? Where can people find your wines?
Both. We sell directly to customers through our online shop, and at our restaurant Kartuli in East Dulwich. We also work with trade clients, supplying wine to other restaurants and independent shops around the UK.
What challenges have you faced selling Georgian wine in the UK, and how do you overcome them?
In the beginning, hardly anyone had heard of Georgian wine, let alone tasted it. That made things tough. But awareness has grown a lot, especially in the last few years. Grapes like Saperavi are now familiar, and amber wine has become something of a buzzword.
We’ve helped that shift by hosting tastings, running events, and even launching London’s first Qvevri Wine Festival before COVID. We keep it personal — pouring, explaining, and watching people’s reactions. That’s where the real magic happens.
Any proud moments you’d like to share?
Plenty. Being asked to present at the Oxford Wine Company’s annual tasting was a real honour — they’re a respected voice in the industry. Another highlight was the Georgian weekend at Dartington Trust. We supplied the wines and catered for a full Georgian supra — 120 guests, traditional dishes, professional singers, and lots of toasts. That kind of event reminds people that Georgian wine isn’t just about what’s in the glass — it’s about culture.
Who is your favourite type of customer?
We genuinely love them all. But there’s something special about people who’ve just returned from their first trip to Georgia — glowing from the experience — and they come in asking for “that red wine” they had in Tbilisi. It’s beautiful to help keep those memories alive for them.
Which wines are your bestsellers?
Saperavi is the star. The companies such as Shumi and Wine Man do consistently well. Kindzmarauli — our semi-sweet red — surprises a lot of people and ends up converting them into chilled semi-sweet lovers. Lukasi’s Saperavi is a luxury pick that always impresses.
We also love working with GVino’s Mukuzani, made by the talented Vakho Khutsaidze. Babaneuri Marani’s Qvevri Mtsvane is another standout — bold, golden, and full of character. And from Western Georgia, Baia’s Wines are both elegant and very popular with our customers.
Any new arrivals or events we should know about?
We import twice a year, and every shipment is carefully curated. Our focus is on quality first, always. We’re also planning more tasting events and collaborations this year — it’s shaping up to be an exciting one.
Your message to UK wine lovers
Georgia is all about hospitality, the shared enjoyment of wine and food and the art of dining with friends and family is both treated with reverence and with great joy. We aim to bring that joy of shared experience over great food and wines to as many guests as possible in the UK.
If the interest in Georgian wines continues growing at the same rate, it will not be too long before everyone recognises Georgian wine as not only the oldest but as one of the finest.
