30.11.2013. Sales of Georgian alcoholic beverages are expected to grow fast, according to the Euromonitor International summary provided exclusively to The Financial. The main threat to stable growth of the market is a possible delay in the economic recovery in the country, but this is not very likely. The categories which are expected to experience the fastest growth by 2017 are beer and spirits.
Sales of spirits and beer grew much faster, with beer witnessing its strongest growth in 25 years. Sales of spirits increased the most in 2012, reflecting the increase in demand for vodka in recent years. As for wine, it grew more slowly than other alcoholic drinks categories, as it is among the most traditional alcoholic drinks in Georgia and is quite mature, according to Euromonitor International.
“Georgian consumers have gradually switched from wine to various other spirits, in particular, vodka. Traditionally, Georgians would drink mainly wine during so-called “supras” - traditional festivities, where people consume numerous Georgian dishes and make different toasts. However, in recent years, Georgian consumers have gradually decreased the amounts of food consumed and instead focus on smaller quantities of stronger spirits. As a result, sales of vodka increased visibly in 2012. As long as the imported and local vodka brands are priced similarly, imported brands prevailed in the preferences of local consumers, because Russian and Ukrainian vodka have a better image,” says the report.