Shota Natroshvili

I am Shota Natroshvili, graduated from the bachelor program of Viticulture and Winemaking at the Agrarian University. During my studies in Georgia, I went to Geisenheim University in Germany for an exchange program in wine business. I am currently studying the international master’s program at WINTOUR in the final semester. Within the framework of the program, I studied in three European Universities – in Spain, France and Portugal. At the same time, with the help of my family, I manage a small winery Ibero, in the village of Vachnadziani, in the Kakheti.

How I got to where I am today?

In addition to studying in the countries mentioned above for the last two years, I spent most of the summer working in Sicily and returned to Germany during the harvest. The search for something different and new brought me to where I am, in the middle of the Atlantic Ocean, at the foot of a volcano, on Pico Island.

Why I chose this profession:

I have been around this profession all my life. My family is from Kakheti, namely from the city of Telavi. I was 4-5 years old when grandfather first started planting vineyards in Mukuzani micro zone. I spent the whole summer with my grandfather. While in high school, most of my time was occupied with drawing. That is why it was an unexpected decision for my family to become a winemaker – I saw how promising this profession was and it also requires creativity. In 2015, I laid the foundation for my small cellar, which is currently awaiting my return.

My goal is:

I want to become an independent entrepreneur and have my own business. To some extent, this is what I was preparing myself for during my long studies. I tried to master all aspects of the wine field, because when you want to run your own winery you have to know not only winemaking, but also viticulture, marketing and tourism.

What motivates me to do what I do?

The biggest motivation for me is my family. To some extent, our small cellar is also a manifestation of this love. I feel the greatest support from them at every stage of my life and the fact that they do not doubt my decisions for a second gives me confidence and the desire to do more. I am filled with special pride when three generations work simultaneously in the cellar for one purpose.

What is missing in Georgian winemaking industry?

It is a rather complex issue, which can be discussed in detail according to the directions of the wine field, but talking about it will take us too far. Generally speaking, I divide these problems into two parts: those that can now be solved and effectively changed, at the expense of the personal skills and knowledge of specific people, and those that require not only knowledge and skills, but also a change in mentality and values. To put it two words – generational change. While living in Europe, it is easier to look at the field eyes and it becomes clear that it is positioning itself, only in the name of Qvevri wine.

It would be better if family wineries put forward their personal stories, family stories and even their weaknesses in marketing. They will be honest and direct in their communication with the customer and will not try to create an inappropriate image that will give wine lovers a wrong idea about the winery.

It is also worth noting that Georgian wine is currently an “exotic product” on the world wine market, and the main motivation for buying it is to try something new and foreign. As a result, it is quite easy for a foreigner to buy a first wine, but it is much more difficult to motivate them to buy a second one. This problem is partly derived from the organoleptic characteristics of wine. I think in the future it will be necessary to take into account the taste of the European and American buyer and make changes in the winemaking process. Even if the wine is macerated for less time.

Advice to those who choose this profession now:

The field of wine has many aspects, which have not been sufficiently utilized in Georgia. the relationship with wine is not limited to wine making, and besides the product itself, there are many important issues that have a great impact on its sale and promotion. Therefore, I would advise anyone who chooses this profession to look at the field of wine in a broader perspective and not to be bound by stereotypes.