Press Release : National Wine Agency of Georgia Launches Expanded UK Programme for 2026
Press Release
March 2026
The National Wine Agency of Georgia has designated the UK as a priority export market and increased promotional investment for 2026. The programme - managed by Swirl Wine Group and led by Master of Wine Sarah Abbott - spans trade education, major wine fairs, sommelier masterclasses at leading London restaurants, press trips to Georgia, national retail promotion, and Global Judging with the IWSC.
Georgian wine enters 2026 with its biggest retail availability to date, with listings in Waitrose, Ocado, M&S, Majestic, Morrisons, The Wine Society, and convenience retail via CN Foods. A wider range and number of imported producers gives buyers, sommeliers, and retailers a richer selection than at any previous point.
The 2026 campaign builds on five consecutive years of UK market development and reflects the National Wine Agency’s confidence that the category has further potential for growth in awareness and rate of sale.
Sarah Abbott MW as UK Brand Ambassador
Sarah Abbott MW continues in her role as Brand Ambassador for Wines of Georgia in the UK. With over nine years working directly with Georgian producers, multiple research trips to Georgia, and an established reputation as the UK’s leading authority on the category, Abbott brings both technical depth and market credibility to the campaign. She hosts all major UK events and represents Georgia at trade fairs and press occasions throughout the year.
Georgian Wine 100 — 2026 Edition
The Georgian Wine 100 is a selection of 100 medal-winning Georgian wines recommended for the UK market. Wines are drawn from results at leading international competitions including the IWSC, Decanter World Wine Awards, IWC and Georgian national competitions, with judging panels that have included MWs Tim Atkin, Kenichi Ohasi, and journalist and critic, Beth Willard. The 2026 edition will be published in April online and in print, and the selection will form the basis of wines shown at 2026 tastings and events.
IWSC Global Judging in Georgia
Georgia hosts a round of IWSC Global Judging in 2026, bringing leading UK sommeliers, critics, and buyers directly into the country’s wine regions to judge the wines in context. The IWSC’s decision to hold a judging session in Georgia is a significant endorsement of the category’s quality credentials.
The Georgian Palate — Sommelier Masterclasses
Three food and wine masterclasses for sommeliers and on-trade professionals are scheduled for 2026, hosted by Sarah Abbott MW. Each event pairs eight Georgian wines with a fine-dining menu and is designed to equip the on-trade with the knowledge and confidence to list and recommend Georgian wine.
Venues confirmed include:
Trivet, London — two Michelin stars, widely regarded as one of London’s most wine-serious restaurants.
DakaDaka, London — an acclaimed new restaurant exploring the affinity between Georgian wine and contemporary Georgian cooking.
London Wine Fair and CEE Wine Fair
Georgia returns to London Wine Fair in May with a national pavilion of 15 producers. Sarah Abbott MW will host three on-stand masterclasses across the three days of the Fair.
In June, Georgian Wine UK will participate in the Central & Eastern European Wine Fair for the first time, presenting 20 wines from producers already available in the UK alongside producers seeking representation. A masterclass of 8 wines will be hosted by Sarah Abbott MW.
National Retail Promotion
Following the breakthrough retail listings secured in 2025, Georgian wine will be actively promoted in national retail in 2026, including at Ocado and Majestic. Consumer-facing activity is designed to build category awareness and drive repeat purchase across the broader Georgian wine range.
Press and Trade Trips to Georgia
Two five-day press and trade trips to Georgia are planned for September and October 2026. Each will host 10 guests drawn from UK wine buyers, journalists, and sommeliers. Trips immerse trade and media professionals in the dynamic contemporary scene and rich heritage of Georgian wine, visiting producers in key regions, and highlighting Georgia’s unique vino-diversity.
Ends
FURTHER INFORMATION:
Madeleine Waters | madeleine@swirlwinegroup.com | 07778 702221
Image Library access here
NOTES TO EDITORS
The Wines of Georgia UK campaign is funded by the National Wine Agency of Georgia (LEPL National Wine Agency), the government body responsible for promoting Georgian wine internationally. The campaign is managed by Swirl Wine Group Ltd.
Sarah Abbott MW is Strategic Director of Swirl Wine Group and has worked with Georgian producers and the National Wine Agency for over nine years.
The Georgian Wine 100 catalogue and further information on all 2026 campaign activity is available at georgianwine.uk.
georgianwine.uk • @GeorgianWineUK
