Alcoholic drinks in 2024: The big picture
Volume growth of alcoholic drinks in Georgia in 2024 was driven by the development of modern grocery retailers, with a particularly strong impact seen in the beer and spirits categories. Supermarkets, hypermarkets, and especially convenience stores have played a central role in increasing the assortment and availability of alcoholic drinks across both urban and regional areas of the country. A key competitive advantage of modern retail formats is their more attractive prices compared to traditional retailers, and frequent promotions and discounts, which have proven effective in stimulating sales.
2024 key trends
Beer was the largest category within alcoholic drinks overall in 2024 thanks to its popularity in the country. Beer is often associated with social gatherings and celebrations, making it a popular choice for many Georgians. Most beer is produced in Georgia, and the leading brands are local varieties. Local beer is especially popular among tourists.
Competitive landscape
Anadolu Group retained its leading position in alcoholic drinks in Georgia in 2024 thanks to its strong presence in beer. Imported brands’ share recorded strong growth in the year, driven by higher demand for imported beer brands in modern grocery retailers. Moscow Brewing Co, meanwhile, was the most dynamic company in the market, albeit from a low base, due to increasing retailer interest in importing economy lager. Modern grocery retailers are seeking ways to improve their profit margins, and one of the strategies they have adopted is the importation and promotion of well-known economy beer brands that offer strong brand recognition at competitive prices.
Retail developments
Convenience retailers was the leading distribution channel within alcoholic drinks overall in 2024, continuing to show strong development throughout the year. This format recorded the most significant expansion among all retail types, with the number of convenience stores growing at a faster pace than other formats. The increasing presence of convenience stores, especially in regional areas, significantly improved access to a broader range of alcoholic beverages at generally lower prices than traditional retailers. This has made them particularly appealing to cost-conscious consumers.
On-trade vs off-trade split
In 2024, tourism growth in Georgia boosted on-trade sales, which outpaced off-trade. Also, stable economic conditions for most of the year encouraged local consumers to frequent on-trade establishments. However, political turbulence in autumn 2024 dampened growth potential.
What next for alcoholic drinks?
Sales of alcoholic drinks in Georgia are expected to maintain stability in volume terms throughout 2025 and beyond, supported by the continued expansion of modern retailers. Local producers of alcoholic drinks, especially wine and spirts, are anticipated to persist in their focus on export markets, while being less active in Georgia.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Georgia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Georgia?
- How are products distributed in Georgia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Georgia
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Georgia
KEY DATA FINDINGS
Expansion of modern grocery retailers drives growth in 2024
Leading Lomisi JSC offers a broad portfolio of both local and imported brands
Convenience stores cater to a wide range of consumer preferences
Ongoing development of modern grocery retailers supports future growth
Rising production costs to dampen demand
Niche and experimental beers may remain limited to specialty outlets and on-trade
Lager price band methodology
Spirits in Georgia
KEY DATA FINDINGS
Vodka’s versatility and cultural relevance ensure it has broad appeal
Dynamic growth of leading Russian Standard Corp following launch of Urozhaj
Convenience stores provide an extensive selection of spirits and competitive pricing
Steady volume growth with modern retail expansion
Price promotions to remain a key sales driver
Rise of private imports
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Georgia
KEY DATA FINDINGS
Exceptional grape harvest supports wine growth in 2024
Innovation shaped by competition from homemade wine
Intense competition encourages retailers to optimise their wine assortments
Steady sales increase supported by growth of modern retail and agricultural tourism
Homemade wine will remain a strong competitor
Innovation to stand out in a competitive market
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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