Charalambos Panayiotou, Chairman of the Cyprus Wineries Association, discusses how the island’s viticulture has developed over the centuries, the unique qualities that Cypriot varieties possess, and the challenges that local wines face as regards marketing and competing on an international stage.
What is the role of the Cyprus Wineries Association? How many members do you have?
The Cyprus Wineries Association serves as the collective voice of the island’s wine producers, bringing together over 30 wineries, from boutique operations to larger commercial enterprises. Our mission is multifaceted: we act as an intermediary between the wine industry and state institutions, advocate for fair legislation and work closely with regulatory authorities on standards that ensure quality, sustainability and authenticity. Additionally, we collaborate with trade bodies to promote strategic export frameworks, with the aim of expanding Cyprus’ global wine presence. We also play a key role in education, innovation and global representation in EU forums and international trade fairs.
Cyprus wines are an important part of the island’s heritage. How do they compare to those of other wine-producing countries?
Cyprus is one of the oldest wine-producing regions in the world, with evidence of viticulture going back over 5,000 years. What sets us apart is the continuity of tradition, combined with a new generation of winemakers who are blending innovation with authenticity. While we may not compete with larger producers in volume, our strength lies in niche quality and uniqueness. When compared to other wine-producing countries, Cyprus offers a compelling combination: high-altitude vineyards, volcanic and limestone-rich soils and indigenous grape varieties that thrive in our Mediterranean climate. This gives our wines an identity that is difficult to replicate elsewhere. However, the appropriate recognition and appreciation by local consumers is lacking and, while this is gradually improving, we still have a considerable way to go in terms of evolving our cultural mindset.
What are the unique Cypriot grape varieties that set us apart from the competition?
Cyprus is home to several indigenous grape varieties that have proven to be our unique selling proposition. Xynisteri is a white variety, grown mainly in the Troodos foothills, known for its freshness, aroma, minerality and versatility ranging from crisp dry wines to dessert styles. Maratheftiko is a rediscovered red variety that has gained significant value. It offers depth, fine tannins, aromatic complexity and ageing potential. Yiannoudi is an emerging red grape variety that shows excellent adaptability and elegance. Many winemakers consider it the next star of Cypriot reds. Spourtiko, Morokanella, and Promara are additional native white grape varieties, gaining attention for their aromatic profiles and refreshing acidity.
These indigenous grape varieties not only distinguish us from international competitors but also provide Cyprus with a foundation rooted in its historical wine- making tradition.
What are the main challenges facing Cypriot winemakers and what can be done better to increase the reach and reputation of local wines?
Like many small wine regions, Cyprus faces a combination of structural and market-driven challenges. One of the key issues is scale: the fragmented nature of our vineyards and limited production volumes make it difficult to compete in global markets dominated by larger producers. Brand awareness is another issue. While our wines are of high quality, Cyprus still lacks the international recognition of more established regions. This requires investment in marketing, something that the Association is actively pursuing. Additionally, climate change is placing pressure on viticulture practices, requiring us to adapt to more extreme weather events and shifting harvest patterns. To grow our reputation, we must invest in international campaigns and sommelier education, encourage sustainable production, expand wine tourism – which creates ambassadors for our wines – and encourage younger generations to stay in winemaking through funding and training.
How can the participation of Cypriot wineries in national and international competitions help spread the word about their products? What is the role of the Government in helping promote the country’s wines?
At a national level, partnerships with commercial attachés have been instrumental in organising tasting events, masterclasses and wine weeks in Europe and the UK. These create vital exposure and help Cyprus wines reach importers, sommeliers and distributors. Moreover, participation in wine exhibitions is on the rise, despite a noticeable reduction in state support and funding. We remain hopeful that the Government will take a more active and supportive role in the near future. At present, much rests on private initiative, which, while commendable, cannot match the impact and effectiveness of coordinated and collective efforts. The Cyprus Wine Competition serves as a valuable platform for promoting local wines and this year there have been several positive developments aimed at enhancing its appeal and overall quality. We are actively engaged in the organisation of the Competition and we are confident that this year’s edition will be the most successful and well-executed to date.
Are Cypriot wineries investing in new viticulture technologies and what are the challenges faced in adapting these technologies?
There is a growing interest among Cypriot wineries in adopting new technologies, especially given the increasing impact of drought conditions. However, the main challenge lies in the cost of investment versus scale. Many producers cultivate relatively small plots, often located on steep and challenging terrain. As a result, the ROI for advanced technologies is not always immediate or guaranteed. Additionally, training and knowledge transfer are crucial; not all producers have access to the expertise required to make full use of modern tools. The Association is working to address this through EU-funded projects, training programmes and cooperative investments that can help democratise access to innovation. The Cyprus wine industry is rooted in ancient tradition but its eyes are firmly focused on the future. The Cyprus Wineries Association remains committed to supporting the industry through innovation and promotion, ensuring that our wines find their rightful place on the global stage.
- This interview first appeared in the July edition of GOLD magazine. Click here to view it.
