August 11, 2008

A Comprehensive Guide to the Size and Shape of the Alcoholic Drinks Market at a National Level in Georgia

Research and Markets ( has announced the addition of the "Alcoholic Drinks in Georgia" report to their offering.

This report provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Why buy this report

- Get insight into trends in market performance

- Pinpoint growth sectors and identify factors driving change

- Identify market and brand leaders and understand the competitive environment

Product coverage

- Beer

- Cider/perry

- RTDs/High-strength premixes

- Spirits

- Wine

Executive Summary:

Alcoholic drinks market sees another year of steady growth

Compared to other consumer markets in Georgia, which have witnessed a decline over the last 10-15 years, the alcoholic drinks market has seen the smallest decrease. The economic recession started in Georgia in the 1990's, and then the Georgian economy practically collapsed. But this crisis barely had any impact on the alcoholic drinks market. Firstly, it offers a wide range of products, and secondly, the country has such a deep-rooted tradition for the production and consumption of alcohol that the market can withstand even strong economic crises. Accordingly, over the last few years, the market has experienced stable growth in all sectors.

Beer the market leader

In Georgia, sales in the alcoholic drinks market are dominated by beer with a 65% volume share compared to 23% for wine. However, it should be taken into account that many Georgians make their own wine, not for sale but for their own consumption. Therefore, consumption of wine differs from its sales, so in consumption terms, wine is ahead of beer.

Competition between domestic and multinational companies

Recently the competition between domestic players and multinational companies has increased significantly. Sectors in which domestic players have traditionally led are now increasingly being attacked by multinational companies while at the same time domestic players are trying to master the manufacturing of traditionally imported drinks. This is also being promoted by the active penetration of foreign investors in Georgian business structures, in particular from Russia. Georgian companies are now becoming part of large foreign holdings and investment companies which provide them with additional capital to invest in new sectors and brands.

Convenience stores leap forward

The key distribution channel for alcoholic drinks is independent food stores, followed by supermarkets/hypermarkets and specialists. However, recently, significant activity has been seen in the development of convenience stores. On the one hand, new outlet networks are appearing, while on the other, existing outlets are being extended. This development is not only being seen in the capital, but also in other cities.

Sales to increase by a third over the coming five years

Now on the Georgian market of alcoholic drinks has all preconditions for further growth. The main threat to stable growth of the market is a possible delay of economic growth in the country, but this is not very likely. The sectors with the most potential are beer and spirits, although RTDs/high-strength premixes has strong prospects for growth given it is still at a nascent stage and underdeveloped. Over the forecast period the alcoholic drinks market is expected to achieve total volume growth of 31%.

Key Topics Covered:














Companies Mentioned:

- GD Alco Ltd

- Teliani Valley Plc

- Triumph Ltd

- Ushba Ltd

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Source: Euromonitor International