The FINANCIAL — One of the top producers of quality Georgian wines – Teliani Valley – has announced a new brand. The name of the brand is “MTAVRULI”, and is related to the Georgian script “Aso Mtavruli”. The brand is mainly focused on European markets. The first markets where the company plans to introduce the brand are in the US and Great Britain.
“We have created a very interesting and attractive design; attractive to the customer for which this brand will be oriented. As for the taste, it will be different from the traditional Teliani Valley. It is perfectly suited to the market that the wine “MTAVRULI” is going to be oriented at,” Shota Kobelia, CEO of Teliani Valley, told The FINANCIAL.
“We have conducted a variety of research, which aimed to find out which market is hardest for Georgian wines and what the reason for this could be. Why were the products of any other country sold more successfully than Georgian ones? Studies have shown that traditional Georgian labels, packaging, and taste, are less attractive in these markets. That’s why we have implemented such packaging and taste quality changes that satisfy the requirements of these markets, taking into account all of the research,” said Kobelia.
After its first successful steps into export, it is planned for the new brand to appear on the Georgian market too.
Kobelia has also evaluated “Rtveli 2018”, the most important event of the Autumn season. As he said, the expectation is justified: the quality of grapes was very good and the harvest quantity was sufficient for all wine producers. However, prices were expensive compared to last year. This year there was no subsidy from the Government and businesses had to spend and pay more money.
This year Teliani Valley has received 8,000 tones of grapes: up to 4,000 tones of its own, while the rest were purchased. As their modern wine-making facilities are located in the Kakheti region, Teliani Valley receives grapes from the whole of Georgia.
“Rtveli 2018” was full of tourists too. According to Kobelia, the number of foreign visitors increases every year. “We have a “Guest House” that is getting more and busier each year, so we are trying to get as many guests as we can. There is big demand not only for “Rtveli”, but also for wine tasting; participation in different operations in the factory, and so on. Therefore, we are trying to follow the expanded number of tourists step by step,” Kobelia told The FINANCIAL.