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Telavi is the administrative and commercial centre of Kakheti, the region that produces the large majority of Georgian wine and carries an eight-thousand-year winemaking tradition that UNESCO recognises and almost nobody outside the trade knows how to buy from. A town of roughly 19,000 people sits at the centre of an export economy: commercial wineries and family marani shipping to the EU, North America and increasingly the Gulf, alongside a premium wine tourism trade built around the Alazani Valley, the Tsinandali estate and a growing cluster of eco-lodges and boutique guesthouses. Two completely different customers, then — a distributor in Hamburg who needs technical sheets, appellation data and export terms, and an affluent traveller in London or Tel Aviv planning a harvest-season visit. Most Kakhetian wineries serve neither well, because their digital presence is a Facebook page and a website in Georgian, and the export intermediaries who do serve those customers take the margin for it.
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