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