Press Release : Georgian Wine Gains Momentum in UK Supermarkets with Listings at M&S AND Waitrose

• Georgian wine sales grow by 200% in M&S in 2024 as it expands its range

• Increased distribution for Teliani Valley Wines in Waitrose

• Majestic’s sales of Georgian wines grow by 66%

Georgian wine is enjoying a surge in popularity in the UK, with significant new listings in major retailers, signalling the continued growth in consumer interest in the country’s unique offerings.

Teliani Valley’s Gorgeous Georgian White and Red wines have expanded their footprint in Waitrose stores nationwide, following a successful test in a smaller number of stores where the wines enjoyed strong sales performance. Simultaneously, M&S has introduced a new addition to its shelves: the Qvevri Kisi, an amber wine produced in traditional clay vessels by Dugladze Winery.

"Last year (2024) we saw sales of our Georgian wines grow by over 200%, with the best-selling wine being our popular Found Saperavi. We continue to see good growth in Qvevri style orange wine from Georgia and customers have been snapping up over 1,000 bottles per week of our latest release, a Kisi from Dugladze, since it launched at the beginning of June”, said Joseph Arthur, Senior Wine Buyer at M&S.

In 2024 Majestic added a Saperavi to its range, which resulted in significant growth of 66% of the category in its stores last year.  

Building on the strong UK growth in 2024 - when Georgian wine volumes rose by 72% - 2025 is shaping up to be a standout year, as more consumers are drawn to wines with a distinctive identity and rich cultural heritage.

Master of Wine Sarah Abbott, who heads up the UK campaign for Wines of Georgia, says: “This is a hugely exciting moment for Georgian wine, marking the next phase of its growth in the UK. Over the past six years, Georgian wines have firmly established themselves in the prestige on-trade. Now, with expanded national retail listings, we have a major opportunity to build broader consumer awareness and really develop the category.”

The listings mark a major step forward in the visibility of Georgian wine in the UK, highlighting both the heritage of winemaking in the Caucasus region and the modern consumer’s appetite for distinctive, quality-driven wines. With over 8,000 years of winemaking history and an emphasis on native grape varieties and ancient techniques, Georgia is becoming a compelling choice for wine consumers. 

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Further information: 

Madeleine Waters | madeleine@swirlwinegroup.com | 07778 702221