Following its recognition as one of the TOP 100 Premium Wine & Spirits Brands of the World by Luxury Lifestyle Awards in 2025, SHUMI Winery & Estate continues to command global attention for its role in shaping the future of Georgian wine. This exclusive conversation, led by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, spotlights the vision and commercial leadership behind the brand, with SHUMI Winery Commercial Director, Salome Lomsadze, whose perspective bridges tradition, strategy, and contemporary luxury.
Alexander Chetchikov: Luxury today is defined by authenticity and narrative—how does SHUMI translate Georgia’s eight-thousand-year winemaking heritage into a true luxury wine experience, and in your view, what distinguishes such an experience from a premium offering within the context of your estate, vineyards, and cultural environment?
Salome Lomsadze: From my perspective, true luxury in the modern world goes beyond a high-end product. It is about authenticity, a deep connection to roots, sincerity in every aspect of the brand, and an uncompromising commitment to truth and craftsmanship. True luxury is felt in the details—it creates emotional connection and brings people together.
At SHUMI, this has been our vision from the very beginning. Our goal has always been to present Georgia’s winemaking culture to the world at the highest level. We focus on showcasing our indigenous grape varieties in their purest expression, shaped by their unique terroirs and crafted with genuine care and passion by the people behind each wine.
In this sense, what distinguishes a true luxury wine experience is not only the quality of the wine itself, but the depth of story, heritage, and human connection that it carries.
AC: SHUMI is deeply rooted in history, art, and ritual. How important is cultural immersion in elevating wine from a product to a luxury lifestyle experience?
SL: Cultural immersion is essential in elevating wine from a product to a true luxury lifestyle experience. Wine, at its core, is not just a beverage—it is a reflection of history, place, and human expression.
At SHUMI, we believe that wine cannot be separated from the culture that created it. Georgian winemaking is one of the oldest in the world, deeply intertwined with rituals, art, music, and storytelling. When guests experience SHUMI, they are not only tasting wine—they are stepping into a living heritage.
This cultural depth adds meaning and emotion to the experience. It transforms wine from something you simply consume into something you understand, feel, and remember. True luxury lies in this richness—in offering not just a product, but a sense of belonging, discovery, and connection to something timeless.
AC: Many of SHUMI’s wines are produced in extremely limited quantities using patented methods. How does rarity influence perceived luxury without compromising accessibility to global markets?
SL: Rarity plays a significant role in shaping the perception of luxury, as it reflects dedication, craftsmanship, and the uniqueness of each wine. However, for us at SHUMI, rarity is never about exclusivity for its own sake—it is a natural result of our commitment to quality, innovation, and respect for tradition.
Our limited-production wines, often created using patented methods, represent the highest expression of our philosophy. They are crafted with precision and care, which inherently limits volume. This scarcity enhances their value and desirability, as each bottle carries a distinct story and character.
At the same time, we believe that accessibility is equally important. While our rare wines highlight the pinnacle of our work, we ensure that a broader range of SHUMI wines remains available to international markets. This allows a wider audience to connect with Georgian wine culture, while our limited editions serve as a deeper, more refined experience for those seeking something truly exceptional.
In this way, rarity enhances luxury without creating barriers—it invites discovery while maintaining authenticity.
AC: SHUMI is known for reviving autochthonous grape varieties that were once on the brink of extinction. From an industry standpoint, how challenging is it to reintroduce such varieties into contemporary wine portfolios?
SL: Reintroducing autochthonous grape varieties into contemporary wine portfolios is both a significant challenge and a long-term commitment. From an industry standpoint, it requires not only deep scientific and agricultural knowledge, but also patience, investment, and a clear vision.
Many of these varieties were close to extinction, which means limited planting material, the need for careful vineyard rehabilitation, and ongoing research to understand their behavior in modern viticulture. In addition, there is the challenge of positioning these grapes in international markets—educating consumers and trade professionals who may be unfamiliar with their names, styles, and potential.
At SHUMI, we see this not as a limitation, but as a responsibility and an opportunity. By reviving indigenous varieties, we are preserving biodiversity and safeguarding a unique part of Georgia’s cultural and winemaking heritage. At the same time, we are offering the global market something truly distinctive—wines that cannot be replicated elsewhere.
Ultimately, the challenge lies in balancing authenticity with accessibility: maintaining the integrity of these rare varieties while presenting them in a way that resonates with modern consumers.
AC: Innovation is central to SHUMI’s identity, from cultivated terroir-specific yeast to Qvevri-based sparkling wines. How do these innovations shape the winery’s long-term commercial strategy?
SL: Innovation is a cornerstone of SHUMI’s long-term vision, but for us it is always rooted in tradition rather than driven by trends. Our approach is to reinterpret Georgia’s ancient winemaking heritage through modern research and technology, creating wines that are both authentic and forward-looking.
Developments such as cultivating terroir-specific yeast or producing sparkling wines using Qvevri are not just technical achievements—they allow us to differentiate SHUMI in a highly competitive global market. These innovations strengthen our identity by offering unique products that cannot be easily replicated, giving us a clear positioning in the premium and luxury segments.
From a commercial perspective, innovation supports sustainable growth. It enables us to expand our portfolio, enter new markets, and respond to evolving consumer preferences while maintaining a strong connection to our origins. At the same time, it enhances brand value by reinforcing SHUMI as a winery that leads with both heritage and creativity.
In the long term, this balance between tradition and innovation ensures not only relevance, but also resilience—allowing SHUMI to grow while staying true to its core philosophy.
AC: Wine tourism has become an essential pillar of the global wine industry. How has SHUMI’s pioneering role in Georgian enotourism influenced its brand positioning internationally?
SL: Wine tourism has become a powerful tool for building emotional connection with a brand, and at SHUMI, it has played a defining role in shaping our international positioning.
As one of the pioneers of enotourism in Georgia, we have created an experience that goes far beyond traditional wine tasting. Visitors are immersed in the full spectrum of Georgian culture—our vineyards, qvevri cellars, biodiversity, cuisine, music, and history. This holistic approach allows guests to truly understand the depth and authenticity behind our wines.
From an international perspective, this direct engagement has been invaluable. It transforms visitors into ambassadors of the brand, creating organic global awareness through personal experience. Many of our long-term partners, clients, and supporters first encountered SHUMI through wine tourism.
Moreover, enotourism reinforces our positioning in the premium and luxury segments. It demonstrates that SHUMI is not only a wine producer, but also a cultural destination—offering meaningful, memorable experiences rooted in heritage and innovation.
In this way, wine tourism has become a strategic bridge between local authenticity and global recognition, strengthening both our brand identity and our presence in international markets.
AC: Looking ahead, how do you see Georgian wine evolving on the global stage, and what role will SHUMI play in defining its future within the premium and luxury segments?
SL: Georgian wine is entering a very important phase of its global evolution. Over the past decade, there has been growing recognition of Georgia as the cradle of wine, but the next step is deeper understanding—of our diversity, our indigenous grape varieties, and the sophistication of our winemaking traditions.
I believe Georgian wine will continue to move steadily into the premium and luxury segments, driven by authenticity, limited production, and a strong cultural narrative that cannot be replicated anywhere else in the world. As global consumers increasingly seek meaning, origin, and uniqueness, Georgia is uniquely positioned to meet this demand.
At SHUMI, we see our role as both a guardian and a pioneer. On one hand, we are committed to preserving and advancing our heritage—reviving rare grape varieties, maintaining traditional methods such as qvevri, and protecting biodiversity. On the other hand, we aim to lead innovation and set benchmarks for quality, consistency, and global relevance.
Our ambition is to help shape the perception of Georgian wine as not only historic, but also refined, contemporary, and world-class. By combining tradition with innovation and maintaining uncompromising standards, SHUMI strives to be a reference point for Georgian wine in the premium and luxury space.
Ultimately, our role is to contribute to a future where Georgian wine is not discovered as a curiosity, but recognized as a category of excellence in its own right.
Thank you, Salome, for sharing your insights into SHUMI’s philosophy, leadership, and vision for the future of Georgian wine. Your perspective offers a compelling view into how heritage, innovation, and luxury can coexist with integrity.
To learn more about SHUMI’s wines, visit https://shumiwinery.com/en/home.
About Luxury Lifestyle Awards:
Luxury Lifestyle Awards, a part of the World Luxury Chamber of Commerce, is a global organization dedicated to selecting, recognizing, and promoting the finest luxury goods and services worldwide. With a 16-year legacy, LLA connects discerning clientele to exceptional luxury experiences. Its rigorous evaluation process assesses over 5,000 products and services across 400 categories in 100 countries, culminating in a prestigious list of winners that showcases the world’s elite. Renowned brands like Ritz-Carlton, Savills, and Dom Pérignon have been recognized by the Luxury Lifestyle Awards, enhancing brand credibility, elevating status, and providing global exposure for award recipients. For more information, please visit: Luxury Lifestyle Awards.
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