Competitive Landscape
Nikora Strengthens Leadership as Diageo Narrows the Gap with Premium Focus
Spirits in Georgia remain moderately fragmented, with the leading company, Nikora Ltd, holding a 16% share of volume in 2025, followed by Diageo Plc at 11%. The combined share of the top five manufacturers is less than 50%, indicating that no single player dominates the landscape.
Diageo and Russian Standard Spark Premiumisation and Product Innovation
The most notable product and brand innovation in 2025 stems from Diageo Plc’s focus on its global flagship brands, including Johnnie Walker, Tanqueray, and Don Julio. These brands have reinforced Diageo Plc’s presence in the premium segment, particularly within high-end horeca venues, and have driven overall growth in value and volume.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Spirits industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Spirits in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Spirits in Georgia?
- Where is consumer demand for Spirits focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Georgia?
- How are products distributed in Georgia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Spirits in Georgia - Category analysis
Key Data Insights
Spirits Summary
Sarajishvili Attracts Affluent Drinkers with Premium Brandy Launches
White Spirits Dominate Sales as Convenience and Heritage Drive Demand
Puerto De Indias Expands Appeal with Alcohol-Free Gin for Young Adults
Retailers Prioritise Premiumisation as Consumers Seek Affordable Luxuries
White Spirits Maintain Lead as Whiskies Outpace Rivals in Growth
Local Distillers Embrace Innovation to Challenge Global Icons
Nikora Strengthens Leadership as Diageo Narrows the Gap with Premium Focus
Diageo and Russian Standard Spark Premiumisation and Product Innovation
Branded Convenience Stores Capture Frequent Spirits Shoppers
Alco Stores and Fast Delivery Drive E-Commerce Expansion
Proximity Chains and Delivery Platforms Expand Regional Reach and Loyalty
Alcoholic Drinks in Georgia - Industry Overview
2025 Developments
Key Data Insights
Consumers Gravitate Towards Premium Wine Experiences as Tastes Evolve
Puerto De Indias Expands Appeal among Young Mindful Drinkers
Spirits Drive Volume Growth as Economic Uncertainty Tempers Spending
Local Producers Embrace Premiumisation as Mindful Drinking Grows
Heritage Brands Innovate as Health and Competition Reshape Choices
Lomisi Jsc Drives Premiumisation and Sustainability to Reinforce Leadership
Convenience Stores Expand Branded Spirits Access and Fuel Outlet Growth
Delivery Platforms Accelerate E-Commerce Sales with Rapid Fulfilment
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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-
- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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-
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitionsWhy 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 report originates from Passport, our Spirits research and analysis database.
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