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.
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.
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.
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.
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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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