Executive Summary

Jul 2019
Sales of alcoholic drinks grow as the economy develops

The improving economic situation, resulting in rising consumer confidence and growing purchasing power, especially in urban areas, favourably impacted the retail and consumer foodservice channels in Georgia in 2018. The majority of fast-moving consumer goods continued to develop, and this included volume sales of alcoholic drinks.

The flourishing of tourism and growing interest in craft beer

Alcoholic drinks has experienced steady growth in Georgia, driven by a growing number of purchasers, increased product and brand variety, and the development of modern retailing. The volume growth of alcoholic drinks in 2018 was aided by the stabilising currency, steady prices because of the stronger competition amongst manufacturers, and the rapid growth of modern retailing, where products are often offered at discounted promotional prices.

Lomisi leads alcoholic drinks

Lomisi, the Georgian subsidiary of Anadolu Group, remained the undisputed leader in alcoholic drinks in 2018 in total volume terms. Despite strong competition from locally-owned company Kartuli Ludis, Lomisi maintained its top position in beer thanks to its broad portfolio, wide distribution network and strong advertising activity for its brands.

The development of modern retail threatens traditional channels

The distribution of alcoholic drinks in Georgia is following overall retail trends in the country. Although independent small grocers remained the leading distribution channel for alcoholic drinks in off-trade value terms in 2018, with the rapid development of modern retail formats (both grocery and non-grocery) in the country, changes in consumers’ shopping habits are being observed.

A positive outlook for alcoholic drinks

Total volume sales of alcoholic drinks are expected to grow at an even higher rate over the forecast period than was seen over the review period, when sales were undermined by excise tax rises and sudden currency devaluations, and consequently also increases in the unit prices of imported products. These factors contributed to consumers to reducing their spending on alcoholic drinks, including switching to cheaper home-made wines and spirits.

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Alcoholic Drinks in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Alcoholic Drinks in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Georgia?
  • What are the major brands in Georgia?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Georgia

EXECUTIVE SUMMARY

Sales of alcoholic drinks grow as the economy develops
The flourishing of tourism and growing interest in craft beer
Lomisi leads alcoholic drinks
The development of modern retail threatens traditional channels
A positive outlook for alcoholic drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Georgia

HEADLINES

PROSPECTS

The growth of tourism boosts sales of beer
Craft beer is gaining momentum
Domestic standard lager

COMPETITIVE LANDSCAPE

The potential influence of ABV shifts
Lomisi leads beer
Kartuli Ludis is the second biggest player

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2018

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2013-2018
Table 18 Sales of Beer by Category: Total Value 2013-2018
Table 19 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 25 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 26 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 28 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Georgia

PROSPECTS

Rtds in Georgia

PROSPECTS

Spirits in Georgia

HEADLINES

PROSPECTS

Premiumisation is an emerging trend in spirits
The on-trade and off-trade channels see similar sales
The growth of tourism

COMPETITIVE LANDSCAPE

Domestic vs imported spirits
Nemiroff leads spirits in 2018
The competition in vodka is strong

CATEGORY DATA

Table 32 Sales of Spirits by Category: Total Volume 2013-2018
Table 33 Sales of Spirits by Category: Total Value 2013-2018
Table 34 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 35 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 36 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 37 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 38 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 39 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 40 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 41 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 42 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 43 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 44 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 45 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 46 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Georgia

HEADLINES

PROSPECTS

Despite strong growth, home-made wine keeps the growth of wine in check
On-trade wine consumption trends are set in stone
Off-trade wine consumption is becoming more diverse

COMPETITIVE LANDSCAPE

Local, fragmented production in wine
Exports remains the main growth channel

CATEGORY DATA

Table 47 Sales of Wine by Category: Total Volume 2013-2018
Table 48 Sales of Wine by Category: Total Value 2013-2018
Table 49 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 50 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 51 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 52 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 53 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 54 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 55 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 56 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 57 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 58 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023