Chubini Wine Cellar was started by a young winemaker Tornike Chubinidze in 2015. Tornike is the face of young winemakers in Georgia. While his peers are moving to the city and taking jobs with large producers, Tornike decided to move out to the country where he built his winery and is making wine in qvevris, the traditional Georgian method. He is highlighting a Georgian characteristic which has kept Georgian cultural heritage and unique cultural identity despite numerous invasions. When there are outside forces applying pressure and dictating change, Georgians dig in, deeper into their roots to preserve their culture. In this case, quite literally, while globalization and technology is pushing for industrialization of wine, Tornike is dug into the ground to bury age-old Qvevri vessels in the ground to produce natural Georgian wines the traditional Kakhetian way.