Galt & Taggart published Beer Sector Overview For December,23. According to the document, Beer consumption is expected to reach 140mn litre in 2024.
Locally produced beer accounted for 92% of total consumption in 2023 and this proportion is anticipated to persist in 2024.
Per capita consumption of beer in Georgia is growing and reached 45 litres in 2023, although it is still below the EU average - 79 litres. Beer consumption in Georgia is expected to increase in medium term driven by increasing consumption per capita.
Beer consumption in Georgia has a strong seasonal pattern with May-Sep accounting for over 60% of consumed beer Consumption during sporting events is 25% higher than average.
Plastic bottles are the most economical material for pouring beer, that is why 44.6% of beer in Georgia is sold in plastic bottles. Notably, the share of beer consumed in plastic bottles is decreasing at the expense of the growth of other categories.
In Georgia beer is mostly consumed in 2.5L plastic bottles, followed by 0.5L cans/bottles. High-volume (3+ litres) keg beer is mainly sold at bars, restaurants and festivals. This is the fastest-growing category since the pandemic (+11.3ppts in total sales 2020-23).
In 2020, due to the pandemic, consumer behaviour around the world and in Georgia has changed significantly and shifted from consumption in bars, restaurants and festivals to consumption at home. From 2021, the share of consumption in the HORECA keeps growing.
Since 4Q22, Georgia significantly increased beer export to Kazakhstan, Kyrgyzstan and other CIS countries. Beer in these countries was mainly imported from Russia, however, since 2022, international brands of Georgian production have replaced Russian imports.
