Greek Wine Cellars

Greek Wine Cellars is a Greek wine producer formerly known as Kourtaki Wines. The business was founded in 1895 by Vassilis Kourtakis, one of the first Greeks to receive formal training in oenology. Its early activity centered on producing and distributing retsina in bulk to tavernas throughout Greece, reflecting the importance of the style in the country's traditional wine trade. The company's first major transformation came under Vassilis Kourtakis's son, Dimitris Kourtakis, who studied oenology in Dijon, France. Dimitris shifted the business toward branded, packaged wine by introducing bottled Kourtaki retsina. The product was initially sold in 500-milliliter bottles with bottle-cap closures and was later also offered in 750-milliliter cork-topped bottles. Kourtaki retsina became especially popular during the 1960s and 1970s. At its peak, the brand reportedly sold approximately 60 million bottles per year, helping establish the company as a dominant force in the Greek wine market. A subsequent generation, also named Vassilis Kourtakis, led the company after Dimitris's retirement. During this period, Greek consumer preferences began moving away from retsina, encouraging the producer to broaden its range beyond its historic flagship. The company introduced Apelia as a lower-priced table-wine line and Kouros as a more premium offering. Kouros gained international visibility when Lufthansa placed it on its wine list, reportedly making it the first Greek wine served by a non-Greek airline. The company also acquired other Greek wine producers, including Calliga of Kefalonia, adding regional breadth to its portfolio. To signal that its activities extended beyond the original Kourtaki label, the business changed its name from Kourtaki Wines to Greek Wine Cellars in the early 1990s. Its portfolio subsequently included the Kourtaki, Apelia, Calliga, and Kouros brands. The company has been described as one of Greece's large wine producers, with exports forming a substantial part of its business. In 2005, it was reported to sell about 3.2 million cases annually, divided approximately evenly between Greece and foreign markets. Greek Wine Cellars therefore represents both the industrialization of traditional Greek wine production and the internationalization of Greek packaged wine.

Greek Wine Cellars traces its origins to 1895, when Vassilis Kourtakis established a Greek wine business focused initially on retsina. In the early phase of its history, the company supplied retsina in bulk to tavernas across Greece. This model was closely connected to the traditional role of retsina in Greek food service and helped the business develop a broad domestic distribution base. Leadership later passed to Vassilis Kourtakis's son, Dimitris Kourtakis. Dimitris had studied oenology in Dijon, France, and applied that training to the modernization of the family enterprise. His most consequential development was the introduction of bottled Kourtaki retsina. The product was first marketed in 500-milliliter bottles sealed with bottle caps and was subsequently produced in 750-milliliter cork-topped bottles as well. Bottling gave the company a recognizable consumer brand and extended the product beyond bulk supply to tavernas. Kourtaki retsina became highly successful in the 1960s and 1970s. The brand's reported peak sales of roughly 60 million bottles per year made it a defining mass-market Greek wine and strengthened the producer's position in the domestic market. The company's growth during this period illustrates the shift from locally distributed bulk wine toward standardized, packaged products with national reach. After Dimitris Kourtakis retired, his son Vassilis Kourtakis assumed leadership. The business then faced a changing market as retsina's popularity declined relative to other wine styles. Rather than relying exclusively on its historic product, the company diversified its portfolio. Apelia was developed as a low-cost table-wine brand, while Kouros was positioned at the high end of the range. Kouros also helped establish an international reputation when Lufthansa included it on its wine list, an important distribution and recognition milestone for a Greek wine outside Greece. The company expanded further through acquisitions, including the purchase of Calliga, a wine producer from Kefalonia. These moves increased the breadth of the company's offerings and connected the business with additional Greek wine regions. In the early 1990s, the company changed its name from Kourtaki Wines to Greek Wine Cellars, reflecting its broader brand and producer portfolio rather than dependence on the Kourtaki name alone. Greek Wine Cellars subsequently operated with several principal brands, including Kourtaki, Apelia, Calliga, and Kouros. The company served the Greek market while also developing a substantial export business. A 2005 account described annual sales of approximately 3.2 million cases, with about half sold in Greece and half abroad. The available reference material does not establish more recent financial, ownership, executive, or operational details.

• 2005

  Reported large-scale annual sales

  [1]Greek Wine Cellarsen.wikipedia.org

  The company was reported to sell approximately 3.2 million cases of wine annually, divided roughly equally between Greece and export markets.

• 1990

  Name changed to Greek Wine Cellars

  [1]Greek Wine Cellarsen.wikipedia.org

  In the early 1990s, the company changed its name from Kourtaki Wines to Greek Wine Cellars to reflect its broader portfolio.

• 1895

  Company founded

  [1]Greek Wine Cellarsen.wikipedia.org

  Vassilis Kourtakis founded the wine business that later became Greek Wine Cellars.

• Bottled Kourtaki retsina introduced

  [1]Greek Wine Cellarsen.wikipedia.org

  Dimitris Kourtakis introduced branded bottled retsina, first in 500-milliliter bottle-cap-topped bottles and later in 750-milliliter cork-topped bottles.

• Kourtaki retsina reaches mass-market prominence

  [1]Greek Wine Cellarsen.wikipedia.org

  During the 1960s and 1970s, Kourtaki retsina became highly popular and reportedly reached peak sales of about 60 million bottles per year.

• Portfolio diversification begins

  [1]Greek Wine Cellarsen.wikipedia.org

  Under third-generation leadership, the company expanded beyond retsina by introducing Apelia and Kouros and acquiring other producers, including Calliga of Kefalonia.

• Kouros gains airline-list recognition

  [1]Greek Wine Cellarsen.wikipedia.org

  Kouros became the first Greek wine reported to have been included on a non-Greek airline's wine list when Lufthansa added it.

A large Greek wine producer combining a historically important retsina brand with value, regional, and premium wine labels aimed at both domestic and export markets.

• Retsina and Greek wine

  Kourtaki

  Kourtaki is the historic core brand of Greek Wine Cellars and is especially associated with bottled retsina. Its development transformed the company's earlier bulk-retsina business into a nationally recognizable packaged-wine brand. The line became exceptionally popular in Greece during the 1960s and 1970s and was reported to have reached peak annual sales of approximately 60 million bottles.

• Value table wine

  Apelia

  Apelia was introduced as a lower-cost table-wine line during the company's diversification beyond retsina. Its role in the portfolio was to address accessible, everyday wine consumption and broaden Greek Wine Cellars' reach across price points. The available reference material does not specify individual varietals, appellations, packaging formats, or current product availability.

• Premium Greek wine

  Kouros

  Kouros was developed as a higher-end brand in the company's expanded portfolio. It provided a premium counterpart to the value-oriented Apelia line and helped present Greek wine to international consumers. Its reported inclusion on Lufthansa's wine list gave the brand notable visibility outside Greece and was described as a first for a Greek wine on a non-Greek airline.

• Regional Greek wine

  Calliga

  Calliga is a wine brand associated with the producer Calliga of Kefalonia, which Greek Wine Cellars acquired during its diversification period. The brand broadened the company's connection to Greek regional wine production beyond its original retsina specialization. The available source does not provide a detailed account of its varietals, ranges, or current market status.

• 1990

  Corporate name changed from Kourtaki WinesStrategy

  Background

  The original corporate name was closely associated with the Kourtaki brand, while the business had expanded into additional labels and acquired producers.

  Action taken

  In the early 1990s, the company adopted the name Greek Wine Cellars.

  Aftermath

  The new name communicated a broader producer and brand portfolio while retaining Kourtaki as one of the company's principal labels.

  Source

• Move from bulk retsina to bottled Kourtaki retsinaProduct launch

  Background

  The company's early business concentrated on bulk retsina supplied to tavernas. Dimitris Kourtakis used his oenological training to develop a packaged branded version for broader consumer distribution.

  Action taken

  The company launched Kourtaki retsina in small bottle-cap-topped bottles and later added a larger cork-topped format.

  Aftermath

  The bottled brand became highly popular in the 1960s and 1970s and helped establish the company as a dominant Greek wine producer.

  Source

• Diversification beyond retsinaStrategy

  Background

  A decline in retsina's popularity created a need to reduce reliance on the company's historic category and reach consumers seeking other wine styles and price levels.

  Action taken

  Greek Wine Cellars introduced Apelia as a value table-wine brand, launched Kouros as a premium brand, and expanded through acquisitions such as Calliga of Kefalonia.

  Aftermath

  The company developed a broader multi-brand portfolio spanning value, regional, and premium positioning.

  Source

1. 1Greek Wine Cellarsen.wikipedia.org
2. 2Greek Wine Cellars (Markopoulo)newwinesofgreece.com