“Wine is not just a drink, it is a liquid memory that tells the story of a people.” — John Wurdeman
The wine market is facing double pressure: a structural drop in alcohol consumption, especially among younger generations, and a collapse in production as a result of climate change. Droughts, heat waves, vine diseases and extreme hazards are redrawing the global wine map, forcing producers to review their practices and secure their economic model. For a large historic winery, we designed a 4-day Learning Expedition in Georgia.
Cradle of wine for more than 8,000 years, this country combines ancient traditions and cutting-edge experiments in the face of the challenges of the sector. This exploration allowed us to identify concrete strategies to reinvent the wine tourism experience, diversify revenue sources and adapt to a rapidly changing market.
In a remote village in Kakheti, Pheasant's Tears has chosen to produce authentic, uncompromising Brut wine. Founded by John Wurdeman, an American artist seduced by Georgian culture, this estate defies global standards by focusing on ancestral qvevri vinification. Despite initial market reticence, Wurdeman's radical approach made it possible to appeal to an international clientele, proving that authenticity could become a powerful economic lever.
A former royal property plundered during the Soviet era, Château Mukhrani was in ruins fifteen years ago. A group of investors has chosen to make it a high-end venue, by focusing on events and wine tourism rather than just selling bottles. Today, the majority of revenue comes from weddings, seminars and immersive experiences, making the castle a reference in terms of economic diversification in the region.
Beka Gotsadze, a former architect, left Tbilisi to create a vineyard at altitude in the face of climate change. His estate, perched 1,300 meters away, practices permaculture viticulture and in complete autonomy. This approach allows it to secure its production despite extreme weather episodes, while seducing an international market in search of rare and sustainable wines.
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