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The value of a great distributor is immeasurable. A distributor who truly understands the market, knows how to navigate it, provides meaningful support to their labels, and communicates clearly while setting realistic expectations can be a game-changer for successful market entry. Yet measuring a distributers impact is challenging — numbers shift with market trends, and intangible qualities like trust, relationships, and work ethic are difficult to quantify.

Occasionally, you meet someone who embodies what it takes to thrive in this space: someone with a sharp market IQ, a clear vision, and a genuine commitment to supporting their partners.

Enter Kosta Chernikov, founder of Saperavi Bros, an importer and distributor of Georgian wine. Despite moving to the U.S. at a young age, Kosta has stayed deeply connected to his Georgian roots. His entrepreneurial spirit and keen eye for opportunity inspired him to champion one of the world’s oldest wine regions.

Ironically, despite Georgia's role as the cradle of winemaking, its wines remain niche in global markets. Many consumers know little about the country, let alone its rich wine heritage. Undeterred, Kosta has set out to carve a space for Georgian wine in the highly competitive U.S. market.

Our conversation was both inspiring and insightful. Kosta’s deep market knowledge offers valuable lessons for any producer or label looking to establish themselves in the U.S. While not every producer can have a guide as dedicated as Kosta, his advice provides a roadmap for rethinking distributor relationships and setting better expectations.

It was the perfect first recorded conversation for 2025, and I’m deeply grateful to Kosta for sharing his wisdom.

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