Meet the Buyer - Penny Edwards, Cellar Door Wines
Penny Edwards is the co‑owner and managing director of Cellar Door Wines in St Albans—a renowned independent wine merchant founded in 2004 and named Independent Wine Retailer of the Year in 2008. A WSET Diploma graduate with a background in hospitality and over 20 years in wine retail, Penny joined the business in 2017 and has since revitalised the shop, launching a second location, an online subscription service, and immersive tasting experiences.
How and when did you come to the idea of importing Georgian wine?
Last summer, I travelled to Georgia with fellow UK independent wine merchants. It was a revelation—the landscapes, the culture, the indigenous grapes. I came back inspired to share Georgian wines with our customers.
Do you sell Georgian wines mainly to B2C or B2B, or both? Where can wine lovers find them?
We’re both B2B and B2C: available in our retail shop in St Albans and online through our store.
What have been the main challenges of introducing Georgian wines to your customers—and how have you addressed them?
Many UK customers haven’t yet discovered Georgian wine. That’s why we host regular tasting hours and events to introduce them to the flavours and traditions behind each bottle.
Can you share a memorable moment or achievement from your Georgian wine journey so far?
During my time in Georgia, I was interviewed for Georgian national television about the UK market—my interview aired on the evening news!
Who is your favourite type of customer?
We love curious wine lovers—those eager to explore new varietals and trust our guidance.
Which Georgian wines have become your bestsellers?
The Tiko Estate Mtsvane and Rustaveli Saperavi are consistently popular—bright, approachable, and characterful.
Are there any exciting new arrivals or upcoming Georgian wine events at Cellar Door Wines?
Yes! We’ve just stocked Giuaani’s Qvevri Amber wines and the recent vintage of Mtsvane. We also regularly host Georgian wine and food tastings in St Albans—keep an eye on our events page.
Finally, what’s your message to UK wine lovers about Georgian wine?
Come and discover fascinating Georgian wines at Cellar Door Wines—there’s a whole new world of flavour waiting for you!
