There was a healthy increase in volume sales in 2021, as society opened up and people socialised again. The on-trade channel in particular registered a significant volume increase.
Lomisi JSC maintained its strong lead in beer in 2021, in both total value and total volume terms. This was mainly due to the leadership of its well-established Natakhtari brand in domestic economy lager, although the company’s broad portfolio covers multiple categories and includes other popular brands, such as Kozel, Mtieli, Karva and Kaiser.
Economy brands performed strongly in 2021, as high inflation dramatically reduced consumer purchasing power. Also, through off-trade channels, there was an increase in volume sales of larger pack sizes, as well as multipacks, as such formats generally have lower prices per unit.
Beer is expected to register moderate volume growth over the forecast period. On-trade is expected to outperform off-trade, as society fully opens up.
While there are few very offerings of non-alcoholic beer in Georgia, with the main brands being imported, including Bavaria and Beck’s, interest is growing, and there is expected to be several launches over the forecast period. For instance.
Inflation is expected to continue to rise over the forecast period, due to factors such as rising global energy prices and continuing global supply constraints and this is expected to lead to further depreciation of the local currency, which will in turn will make imported brands ever more expensive. As a result, it is expected that local, economy brands will gain further value share over the forecast period.
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Understand the latest market trends and future growth opportunities for the Beer industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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