Wine - Georgia

The Wine market in Georgia has been experiencing significant growth in recent years. Customer preferences have shifted towards a greater appreciation for Georgian wines, both domestically and internationally. This trend can be attributed to a combination of factors, including the unique characteristics of Georgian wines, increasing global demand for natural and organic products, and favorable trade agreements with key export markets.

Customer preferences: Georgian wines are known for their distinct flavors and traditional winemaking techniques, which have been passed down through generations. This has created a strong sense of cultural identity and pride among Georgian wine producers and consumers. As a result, there is a growing preference for locally produced wines, both within Georgia and in international markets. In addition, there has been a global shift towards healthier and more natural food and beverage choices. Georgian wines, which are often made using organic and biodynamic practices, align with this trend. Consumers are increasingly seeking out wines that are free from synthetic chemicals and additives, and Georgian wines are well-positioned to meet this demand.

Trends in the market: The export market for Georgian wines has been expanding rapidly in recent years. This can be attributed to several factors, including the increasing recognition of Georgian wines for their quality and unique characteristics. International wine critics and experts have praised Georgian wines for their complexity, elegance, and ability to age well. Furthermore, Georgia has benefited from favorable trade agreements with key export markets. The country has established free trade agreements with the European Union, China, and several other countries, which have facilitated the export of Georgian wines. These agreements have reduced trade barriers and allowed Georgian wine producers to access new markets and reach a wider customer base.

Local special circumstances: Georgia has a long history of winemaking, dating back thousands of years. The country's unique winemaking traditions, such as the use of qvevri (large clay vessels buried in the ground), have been recognized by UNESCO as an intangible cultural heritage. This heritage, combined with the diverse range of grape varieties grown in Georgia, sets the country apart from other wine-producing regions. Furthermore, Georgia's geographical location and climate provide ideal conditions for grape cultivation. The country's mild winters and hot summers, along with the fertile soil, contribute to the high quality and distinctive flavors of Georgian wines.

Underlying macroeconomic factors: The growth of the Wine market in Georgia can also be attributed to favorable macroeconomic factors. The country has experienced stable economic growth in recent years, which has increased consumer purchasing power and disposable income. This has allowed more people to afford and appreciate higher-quality wines. Additionally, the government has implemented policies to support the development of the wine industry. This includes providing financial incentives and technical assistance to wine producers, as well as promoting Georgian wines through international marketing campaigns and events. These efforts have helped to raise awareness of Georgian wines and attract both domestic and international investors. In conclusion, the Wine market in Georgia is experiencing significant growth due to customer preferences for locally produced and natural wines, increasing recognition of Georgian wines in international markets, favorable trade agreements, the country's unique winemaking traditions and favorable macroeconomic factors. These factors have contributed to the success and continued development of the wine industry in Georgia.

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.