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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Georgia

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

Volume sales of alcoholic drinks saw steep declines in Georgia in 2020, due to the myriad negative impacts from the event of COVID-19. Strong downwards pressure came from the closures of foodservice outlets during times of lockdown, only allowing takeaway and home-delivery services from March to June and again from November onwards.

COVID-19 country impact

Full border controls were imposed on 17 March 2020, with only citizens, permanent residents, their relatives and freight transport workers allowed to enter the country. Universities, schools and kindergartens closed on 19 March, as did shopping centres, theatres and other public places apart from post offices and banks.

Company response

Closures of on-trade channels caused significant problems for manufacturers. Goods designated for on-trade were distributed to off-trade and significant amounts were stored in warehouses.

Retailing shift

The growth of e-commerce channels across consumers goods in general has also benefitted alcoholic drinks to an extent, although not significantly so in Georgia. However, the fact that consumers have been able to order alcohol with their regular grocery shopping and also through takeaway and home-delivery services from physically-closed on-trade outlets, means there was an increase in retail sales.

On-trade vs off-trade split

There has been a notable switch from on-trade to off-trade channels, with e-commerce platforms providing an additional buffer. As such, this prevented further dramatic losses.

What next for alcoholic drinks?

Recovery in alcoholic drinks is directly related to social and economic recovery following the event of the pandemic. A return to more sociable lifestyles, with the reopening of on-trade channels and restarting of events will help stimulate sales once again.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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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.

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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.

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Alcoholic Drinks in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next 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 2020

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 2015-2020

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Georgia

KEY DATA FINDINGS

2020 IMPACT

Beer sees decline due to lower consumer spending power, whilst domestic economy lager fares the best

Social and travel/tourism restrictions place extra downwards pressure on beer

Lomisi maintains lead, thanks to ongoing success of leading economy Natakhari brand

RECOVERY AND OPPORTUNITIES

Recovery expected in line with a return to pre-pandemic lifestyles and spending power

Return of tourism trade essential for recovery, especially for on-trade channels

E-commerce options expected to become more popular over forecast period

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2020

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2015-2020
Table 18 Sales of Beer by Category: Total Value 2015-2020
Table 19 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 20 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 25 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 26 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 27 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 28 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 29 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Georgia

KEY DATA FINDINGS

2020 IMPACT

Historical and traditional challenges facing wine are amplified by the event of COVID-19

Travel/tourism restrictions place extra downwards pressure on wine

Highly-fragmented category with widespread domestic and home-made production

RECOVERY AND OPPORTUNITIES

Strong bounce back expected in 2021, with longer-term recovery linked to recovery of tourist trade

Stability of production costs ensures stability of unit prices

E-commerce options expected to become more popular over forecast period

CATEGORY DATA

Table 32 Sales of Wine by Category: Total Volume 2015-2020
Table 33 Sales of Wine by Category: Total Value 2015-2020
Table 34 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 35 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 40 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 41 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 42 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 43 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Georgia

KEY DATA FINDINGS

2020 IMPACT

Spirits sees declines due to lower consumer spending power as a result of COVID-19, whilst chacha remains the most resilient

Social and travel/tourism restrictions place extra downwards pressure on spirits

Vodka remains by far the largest category, with Nemiroff maintaining lead and Gomi launching hand sanitiser

RECOVERY AND OPPORTUNITIES

2021 bounce back and then recovery expected in line with a return to pre-pandemic lifestyles and spending power

Return of tourism trade essential for recovery – for both on- and off-trade

E-commerce options expected to become more popular over forecast period

CATEGORY DATA

Table 44 Sales of Spirits by Category: Total Volume 2015-2020
Table 45 Sales of Spirits by Category: Total Value 2015-2020
Table 46 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 47 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 52 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 53 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 54 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 55 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 56 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 57 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 58 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Megatrends

Country Report

Alcoholic Drinks in Georgia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Georgia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in Georgia

KEY DATA FINDINGS

2020 IMPACT

Beer sees decline due to lower consumer spending power, whilst domestic economy lager fares the best

Social and travel/tourism restrictions place extra downwards pressure on beer

Lomisi maintains lead, thanks to ongoing success of leading economy Natakhari brand

RECOVERY AND OPPORTUNITIES

Recovery expected in line with a return to pre-pandemic lifestyles and spending power

Return of tourism trade essential for recovery, especially for on-trade channels

E-commerce options expected to become more popular over forecast period

CATEGORY BACKGROUND

CATEGORY DATA

Wine in Georgia

KEY DATA FINDINGS

2020 IMPACT

Historical and traditional challenges facing wine are amplified by the event of COVID-19

Travel/tourism restrictions place extra downwards pressure on wine

Highly-fragmented category with widespread domestic and home-made production

RECOVERY AND OPPORTUNITIES

Strong bounce back expected in 2021, with longer-term recovery linked to recovery of tourist trade

Stability of production costs ensures stability of unit prices

E-commerce options expected to become more popular over forecast period

CATEGORY DATA

Spirits in Georgia

KEY DATA FINDINGS

2020 IMPACT

Spirits sees declines due to lower consumer spending power as a result of COVID-19, whilst chacha remains the most resilient

Social and travel/tourism restrictions place extra downwards pressure on spirits

Vodka remains by far the largest category, with Nemiroff maintaining lead and Gomi launching hand sanitiser

RECOVERY AND OPPORTUNITIES

2021 bounce back and then recovery expected in line with a return to pre-pandemic lifestyles and spending power

Return of tourism trade essential for recovery – for both on- and off-trade

E-commerce options expected to become more popular over forecast period

CATEGORY DATA

Cider/Perry in Georgia

PRE-COVID-19 PERFORMANCE

Rtds in Georgia

PRE-COVID-19 PERFORMANCE

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