Volume sales increased significantly in 2021, compared with the previous year, as with society opening up, people started socialising again and as result, volume sales picked up, especially through on-trade channels. However, with the pandemic lingering, total volume sales were still significantly lower than before COVID-19.
Wine is highly fragmented in Georgia. With numerous local producers and already-high levels of consumption of home-made wine by locals, in addition to relatively low disposable incomes, many commercial wine producers in the country focus on exporting the bulk of what they produce, estimated to be about 80%.
Sparkling wine registered the lowest volume growth in 2021, as it not a popular wine in Georgia, although there are some local vineyards and interest had been increasing over the review period. However, sparking wine is generally more expensive and with inflation rising significantly in 2021, consumers were price sensitivity and shunned sparkling wine.
Wine will register healthy volume growth over the forecast period and will be boosted by the return of foreign tourists, as society fully opens up. Still white wine is the most popular wine in Georgia is and expected to register the highest volume growth, as local consumers gradually shift from home-made wine to commercial wines.
The wine sector in Georgia is characterised by a high level of fragmentation, with only a few producers having a presence in modern grocery retailers. All the same there will be push to develop retail channels over the forecast period, as the pandemic exposed many wine producers and distributors to their over reliance on foodservice.
The outlook for wine is positive over the forecast period and it is expected to register higher volume growth than beer, as beer has reached saturation point. However, there are potential headwinds on the horizon.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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