Volume sales increased significantly in 2021, compared with the previous year, as with society opening up, people started socialising again and as result, volume sales picked up, especially through on-trade channels. However, with the pandemic lingering, total volume sales were still significantly lower than before COVID-19.
Competitive pricing was a key driver of value sales, as inflation soared in 2021, and as a result purchasing power reduced significantly. In particular, imported brands were affected by retail price rises, due to further devaluation of local currency.
With beer being the most popular alcoholic drink in Georgia, it is no surprise that breweries lead the competitive landscape. Lomisi JSC maintained its lead in beer in 2021, thanks to the success of its top domestic economy lager, Natakhtari, amongst other brands in its portfolio.
Modern grocery retailers continued to slowly gain further value share and accounted for about nearly two-thirds of alcohol volume sales in 2021. The growth of e-commerce channels across consumers goods in general has also benefitted alcoholic drinks and there was further growth in 2021.
In 2021, the on-trade channel registered significantly higher volume growth than off-trade, though volume sales were still lower than before the onset of COVID-19, as the pandemic lingered and there was also still limited foreign tourists.
Overall, alcohol is expected to register moderate volume growth over the forecast period. Population decline will dampen volume sales somewhat.
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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.
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Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks research and analysis database.
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