Beer - Georgia

The Beer market in Georgia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Georgian consumers have shown a growing preference for beer over other alcoholic beverages, such as wine and spirits. This shift in preferences can be attributed to several factors. Firstly, beer is perceived as a more refreshing and casual drink, making it popular among younger consumers and those looking for a lighter option. Secondly, the increasing availability of different beer styles and flavors has expanded the appeal of beer to a wider range of consumers. Craft beer, in particular, has gained popularity among beer enthusiasts who appreciate its unique and high-quality offerings. Finally, the relatively lower price of beer compared to other alcoholic beverages makes it an attractive choice for many consumers.

Trends in the market: One of the key trends in the Georgian beer market is the rise of craft beer. Craft breweries have been popping up across the country, offering a wide variety of unique and artisanal beers. This trend is driven by the growing demand for high-quality and locally-produced products. Craft beer appeals to consumers who are looking for new and interesting flavors, as well as those who want to support local businesses. Another trend in the market is the increasing popularity of low-alcohol and non-alcoholic beers. Health-conscious consumers are seeking alternatives to traditional alcoholic beverages, and low-alcohol and non-alcoholic beers provide a viable option. These products offer the same taste and experience as regular beer, but with lower alcohol content or no alcohol at all. This trend is also influenced by changing social attitudes towards alcohol consumption and a desire for more responsible drinking habits.

Local special circumstances: Georgia has a long history of winemaking, which has traditionally been the dominant alcoholic beverage in the country. However, the growing popularity of beer is challenging this tradition. The rise of craft beer and the introduction of new flavors and styles have captured the attention of consumers, leading to a shift in drinking habits. Additionally, the tourism industry in Georgia has been growing rapidly, attracting visitors from around the world who are eager to explore the country's unique culture and culinary offerings. The beer market has benefited from this influx of tourists, who are often interested in trying local beers as part of their cultural experience.

Underlying macroeconomic factors: Georgia's strong economic growth and increasing disposable income have contributed to the development of the beer market. As consumers have more money to spend, they are able to indulge in discretionary purchases, such as beer. Additionally, the government's efforts to improve the business environment and attract foreign investment have created a favorable climate for the beer industry to thrive. This has led to increased competition and innovation in the market, as both local and international breweries seek to capitalize on the growing demand for beer in Georgia. In conclusion, the Beer market in Georgia is experiencing growth due to changing customer preferences, including a shift towards beer over other alcoholic beverages, the rise of craft beer, and the increasing popularity of low-alcohol and non-alcoholic options. Local special circumstances, such as the country's winemaking tradition and the growth of the tourism industry, have also contributed to the development of the market. Furthermore, underlying macroeconomic factors, such as strong economic growth and increasing disposable income, have created a favorable environment for the beer industry to flourish.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.