Georgi Panayotov
United Kingdom
Import, on-trade, off-trade
Co-owner, The Jolly Merchants
Georgi Panayotov is a wine professional and an UK importer from a winemaking family
background in Bulgaria. Educated in the UK, he developed his commercial wine expertise at
Majestic Wine, the UK’s largest specialist retailer, gaining extensive experience across retail,
consumer trends, and wine education.
He is one of the pioneers of Central and Eastern European wines in the UK, introducing and
championing these regions through his company The Jolly Merchants. He works closely with
small, independent craft producers across Central and Eastern Europe, with a focus on
indigenous varieties, authenticity, and contemporary winemaking.
Over the past years, he has played a key role in reshaping perceptions of the region,
highlighting indigenous grape varieties, contemporary styles, and quality-driven winemaking. 
