Khareba Khvareli Winery, nestled in the picturesque region of Kakheti, Georgia. According to the unofficial statistics, Khareba winery is very popular among Chinese visitors and business delegation. To understand more, I decide to make an interview with Mr. Giorgi Khidasheli- head of the Kvareli Wine Cave, tourism specialist with 7 years’ expertise, who is the PhD candidate in business administration for tourism management.
哈列巴酒庄坐落在风景如画的格鲁吉亚卡赫季州。据非官方数据统计，哈列巴酒庄在中国游客和商务代表团中非常受欢迎。因此，我决定采访哈列巴酒庄山洞酒窖负责人格奥尔基·基沙德利先生，以便了解其中缘由。格奥尔基·基沙德利拥有七年旅游管理经验，且正在攻读工商管理学院旅游管理博士学位。
Shako made an interview with Mr. Giorgi Khidasheli- head of the Kvareli Wine Cave
尚可采访哈列巴酒庄山洞酒窖负责人格奥尔基·基沙德利先生
Shalva Chikhladze: Can you provide a brief history of Khareba Winery and its significance in the Georgian wine industry?
尚可：您能简要介绍一下哈列巴酒庄的历史，以及酒庄在格鲁吉亚葡萄酒产业发展中的重要性吗？
Giorgi Khidasheli:Since 1995, Khareba Winery has set the standard for wine quality in Georgia, preserving the countrys rich tradition of wine-making. We are a globally recognized winery renowned for producing a wide range of wines and related products. With 1500 hectares of vineyards and operating 7 wineries and farms throughout Georgia, we are committed to excellence in every aspect of our craft.
In the Kakheti region, our premier attraction is the Kvareli Wine Cave, a truly unique destination that welcomes thousands of travelers annually to experience Georgian winemaking traditions. This complex spans 7.7 km, carved into the mountain with 2 main tunnels and 13 connecting tunnels. Serving as the aging cellar of Khareba Winery, it is poised to house millions of wine bottles in the near future.
Originally constructed in 1962 to host the World Congress of Vine and Wine, Kvareli Wine Cave underwent significant renovation in 2011 by Khareba Winery and its founder. This transformation has made it one of the most captivating travel destinations, offering accessibility to Georgian wine traditions and culture for both local and international travelers.
格奥尔基·基沙德利：1995年以来，哈列巴酒庄就为格鲁吉亚葡萄酒酿造建立了统一标准，为保护格鲁吉亚丰富悠久的传统酿酒工艺作出贡献。我们是一家国际公认的酒庄，以生产各种葡萄酒和相关产品而闻名。致力于在酿造工艺方面追求卓越，酒庄拥有1500公顷葡萄种植园，以及7家酿酒厂和农庄。
我们最有特色的旅游景点是克瓦雷利山洞酒窖，每年都会吸引成千上万的游客，前来体验格鲁吉亚的传统酿酒工艺。山洞酒窖长7.7公里，由2个主隧道和13个连接隧道开凿而成。作为哈列巴酒庄的窖藏地，山洞将在不久的将来成为贮藏数百万瓶葡萄酒的绝佳场所。
克瓦雷利山洞酒窖始建于1962年，用于举办世界葡萄与葡萄酒大会，在2011年进行了大规模翻新后，它成为了格鲁吉亚最受欢迎的旅游目的地之一，为当地人和世界各地的游客体验格鲁吉亚葡萄酒文化提供了平台。
The tunnel of the Khareba Winery
格鲁吉亚哈列巴酒庄的山洞酒窖
Shalva Chikhladze: What makes the wine aging process in Khareba Winery unique compared to other wineries in Georgia and around the world?
尚可：与格鲁吉亚还有世界上其他酒庄相比，哈列巴酒庄葡萄酒的酿造过程有何特别之处？
Giorgi Khidasheli: As mentioned earlier, an 8 km tunnel serves as our wine cellar, where we currently store thousands of bottles. Our collection continues to grow, and we aim to soon showcase millions of bottles to our guests.
Regarding aging, the Kvareli Wine cave is a uniquely advantageous location. Carved into the mountain, the tunnel maintains a consistent temperature of 12-14 degrees Celsius naturally, without the need for artificial climate control. Additionally, the humidity is 70%. These two factors are ideal for preserving wine, distinguishing us not only from other wine cellars in Georgia but also globally.
格奥尔基·基沙德利：正如我前面所说，在近8公里的隧洞里，我们贮藏了成千上万瓶葡萄酒。随着窖藏种类的不断增加，我们的目标是能向顾客们展示超过百万瓶数量的葡萄酒。
在贮藏陈酿上，克瓦雷利山洞酒窖拥有得天独厚的地理环境优势。山洞依山而建，温度无需人工干预常年保持在12到14摄氏度，另外山洞湿度还保持在70%左右。这两个因素为保存葡萄酒提供了优越的自然条件。
The tunnel of the Khareba Winery
格鲁吉亚哈列巴酒庄的山洞酒窖
Shalva Chikhladze: What kind of experiences can tourists expect when they visit Khareba Winery? Are there any special tours or activities designed specifically for international visitors?
尚可：当游客参观酒庄时，有什么专门针对海外游客推出的旅游产品和线路吗？
Giorgi Khidasheli: Upon arrival, guests are typically filled with excitement. Along the journey to Kvareli Wine Cave, they are greeted by towering mountains, followed by serene green gardens that captivate the eye. The entrance to the tunnel evokes a sense of surprise and wonder. Kvareli Wine Cave stands as a unique place where architectural excellence and innovative wine tasting concepts converge, seldom found elsewhere in the world.
We provide our clients with tastings of premium wines, a harmonious blend of flavors, Georgian traditional elements, engaging activities, organic food, and a tranquil environment conducive to relaxation. Our aim is to create lasting memories that endure a lifetime.
格奥尔基·基沙德利：游客抵达酒庄后，首先映入眼帘的是高耸入云的山脉，然后是葱郁宁静的花园。神秘的隧洞入口无时无刻吸引人们一探究竟。克瓦雷利山洞酒窖的独特之处在于将防御工事与葡萄酒品鉴相结合，成为了一道有别于世界上其他葡萄酒庄园的靓丽风景线。
置身这样一个宁静悠闲的环境之中，顾客们可以在这里品尝到风味平衡的优质葡萄酒，体验格鲁吉亚传统文化活动，品尝生态有机美食。我们的目标是让游客在这里度过一段毕生难忘的美好时光。
Shalva Chikhladze: How important is the Chinese market for Khareba Winery, and what steps are you taking to attract Chinese tourists and business partners?
尚可：对酒庄而言，中国市场重要吗？为了吸引中国的游客和商业合作伙伴，酒庄做了些什么？
Giorgi Khidasheli: We prioritize Chinese travelers because they appreciate wine and understand its value. Increasing the number of Chinese visitors is our top priority, and we actively pursue opportunities both locally and internationally. We maintain regular communication with local travel agencies that serve Chinese travelers, inviting them to informational tours to better understand their offerings to clients.
Expanding our international presence is our next focus. Next year, we intend to participate in international tourism exhibitions held in China, where we will directly introduce ourselves to major Chinese travel agencies. Through media outlets, we aim to raise awareness about our offerings.
格奥尔基·基沙德利：我们十分重视从中国远道而来的游客，因为他们懂得欣赏葡萄酒，了解它潜在的价值。目前我们的首要任务就是吸引更多中国游客。我们正在通过国内国外多种途径，例如与长期服务中国游客的旅行社保持定期沟通，了解他们为顾客提供的旅游产品内容。
拓展海外国际市场是我们下一阶段的目标。明年，我们计划参加在中国举办的各大国际旅游博览会，向中国各大旅行社推广我们的酒庄。同时，我们也将通过媒体，大力宣传推广我们的产品。
The yard of the Khareba Winery
格鲁吉亚哈列巴酒庄花园
Shalva Chikhladze: Does Khareba Winery host any special events or festivals throughout the year that might appeal to Chinese tourists?
尚可：酒庄有专门设计一些活动来吸引中国游客吗？
Giorgi Khidasheli: According to our marketing strategy for 2025, we plan to host cultural events. We will proactively share information about these events with our local and international partners months in advance. In Georgia, there is a growing trend of books being written about China or translated from Chinese to Georgian. We are eager to offer our venue for these presentations if there is interest from the other side.
格奥尔基·基沙德利：根据酒庄2025年的市场拓展规划，我们计划举办一系列的文化体验活动。我们会提前几个月与本地和国际合作伙伴分享相关活动信息。在格鲁吉亚，涌现了许多创作或翻译中国相关书籍的作家。如果对方有兴趣，我们很乐意为他们提供推广书籍的场所。
Shalva Chikhladze: What has been the feedback from Chinese visitors so far, and how has it influenced your services and offerings?
尚可：目前为止，你们有收到中国游客的反馈吗，对酒庄服务和产品有何影响？
Giorgi Khidasheli: We consistently monitor our tours to ensure our Chinese guests are delighted with their experience visiting us. Their joyful expressions, engaging questions during tours, enthusiastic participation in wine tastings, heartfelt toasts, and interest in purchasing significant amounts of wine reassure us that our service standards and venue meet their expectations.
Furthermore, we maintain open communication with intermediary travel agencies to gauge their satisfaction with our partnership and gather feedback on how we can better tailor our services to Chinese travelers. Additionally, we always take note of their wine preferences, particularly their preference for semi-sweet varieties, while also ensuring they appreciate high-quality wines. Moving forward, we remain committed to exploring and understanding the preferences of Chinese travelers, continually adapting and refining our services to better meet their needs.
格奥尔基·基沙德利：我们一贯坚持把控产品品质，希望能够让中国游客宾至如归。他们脸上的笑容、积极参与品酒敬酒，以及购买的大量葡萄酒，都让我们相信，我们的服务达到了他们的预期。
除此之外，为了给中国游客提供量身定制的服务，我们还与旅行社保持定期沟通，收集反馈意见。同时长期调研他们对葡萄酒口味的偏好，尤其是对半甜葡萄酒的喜好，从而满足中国游客对高品质葡萄酒的需求。未来，我们将继续探索了解中国游客的喜好，不断完善服务水平和质量，从而更好地满足中国游客的需求。
The yard of the Khareba Winery
格鲁吉亚哈列巴酒庄花园
Shalva Chikhladze: What are the future plans for Khareba Winery in terms of expansion, new offerings, or collaborations with international markets, particularly China?
尚可：在拓展国际市场，尤其是中国市场方面，酒庄有哪些具体的规划？例如，市场拓展、新业态以及开展合作等。
Giorgi Khidasheli: As mentioned earlier, we are gearing up to participate in an international tourism exhibition in China to foster new partnerships. Concurrently, we are actively pursuing innovative projects aimed at attracting Chinese travelers. As a preview, I can share that we will soon build the first digital wine museum in our region, and potentially one of the pioneering ones globally.
格奥尔基·基沙德利：除了参加中国举办的各大国际旅游博览会外，为了吸引中国游客，我们正积极筹备一个创新型项目——打造本地首个数字葡萄酒博物馆。未来，这个博物馆很可能成为引领全球葡萄酒行业发展的先驱之一。
特邀外籍专栏作者Shalva Chikhladze
翻译 赖盈盈
编辑 陈大炜
编审 闵捷 田旻佳 庞博
