Interview with an Importer - Will Hill, Novel Wines
Will Hill, the founder of UK-based importer Novel Wines, has been an admirer of Georgian wines for years. His deep respect for Georgia’s unique wine culture, native grapes, and traditional winemaking methods led him to bring these bottles to the UK market. As someone who believes Georgia deserves a central place in the global wine conversation—whether on restaurant lists or in education—he seized the first opportunity to make Georgian wines more accessible to British drinkers.
Today, Novel Wines supplies both trade clients and consumers, offering a range of wines that balance commercial appeal with authenticity.
How and when did you come to the idea of importing Georgian wine?
I have been a fan of Georgian wines for many years. I just needed the right opportunity to start importing. Personally, I feel that Georgia should be part of any conversation on wine, wine education, and of course wine lists, so I wanted to start trying to make that happen as soon as I could.
Is it B2B, B2C, or both? Where can wine lovers find the wines you import?
We are an importer who supplies the on-trade and other distributors, but we do sell online via our webshop too, as well as host some private tastings throughout the year.
Main challenges you’re facing when selling Georgian wine, and how do you overcome them?
It’s always a challenge trying to break the stronghold of the 'classic' wine regions, but thankfully more and more sommeliers and buyers are willing to try. And thankfully, they’re always impressed.
Can you please share some pleasant moments related to your Georgian wine connection? Any achievements you’re proud of?
Getting our first listing in a Michelin-star restaurant in London was pretty special.
Who is your favourite type of customer?
I like anyone who embraces Georgian wine with enthusiasm—whether they've known about them for years and are finally jumping in, or they're discovering them for the first time.
Which wines are your bestsellers?
Chelti Saperavi is perfect for our market—it combines the structure of a Mendoza Malbec with the approachability of Montepulciano, while still being distinctly Saperavi. Their Kisi Qvevri always impresses too. We’re also finding quick success with the Tipsy Baby range.
Are there any new arrivals or events we should be looking forward to?
The CEE wine fair in the summer is a great one, and it’s growing each year. We’re also lucky to have support from groups like Swirl, who do a wonderful job promoting Georgian wines.
Your message to UK wine lovers.
Now is the perfect time to embrace new wines from emerging regions. Georgia—with its unique history, passion, and wine styles—should be top of everyone’s mind. Any top wine bar or restaurant is missing out by not having Georgian wines on their list!
Read more interviews with the Georgian wine importers here: Taste of Georgia, 80-20 Wines, Les Caves de Pyrene.
