While off-trade volume sales remained higher, the on-trade channel was the major driver of total volume sales growth in beer and spirits in 2022. Growth rates were closer in on- and off-trade volume terms in wine.
Price-sensitivity was a major preoccupation that strongly impacted the consumption of alcoholic drinks in Georgia in 2022. Many consumers tried to economise and prioritise their spending as food and energy prices rose.
In beer, the competition remained mainly focused on a few leading domestic players with their brands or producing licensed beer for foreign brands. The leading players consolidated their positions due to strong consumer awareness and loyalty, supported by wide availability.
The on-trade channel continued to recover strongly through increased numbers of inbound tourists and immigration from Ukraine. Meanwhile, domestic on-trade demand was supported by the fuller resumption of pre-pandemic lifestyles, including visits to bars, cafés and restaurants, etc.
The volume share of the on-trade channel continued to recover, to recoup some of the COVID-19-related losses in 2020. On-trade volume sales grew faster than off-trade volume sales in alcoholic drinks in 2022, supported by faster inbound tourist flows, in particular.
In 2023, the state plans to make locally produced wine subject to mandatory certification, in order to ensure the quality of Georgian products. This is expected to negatively impact local producers as they are already struggling with lower production and export volumes of wine.
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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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