Natia Qurua, founder of the Georgian wine bar “Gvino” in Norway declares, that sales of wine and other alcoholic beverages have declined by around 15%.
As she explained on BMGTV’s “Women’s Narrative,” part of the premium wine consumer segment has shifted toward more affordable options. “As a result, demand is strongest in the mid-price segment,” Qurua says, adding that the current situation has affected all importers in Norway.
Alongside the drop in alcohol sales, interest in non-alcoholic beverages has risen sharply. Qurua attributes this trend to generational change: “Young people are choosing healthier lifestyles, exercise, and low-calorie alternatives. We feel it clearly in the bar—customers increasingly ask for non-alcoholic products.”
She has already approached several Georgian winemakers, urging them to consider developing new products. “Demand exists, and it’s growing. I think it’s time for Georgia to adapt to this trend and seriously consider offering new products to consumers,” she notes.
According to her, broader market shifts—along with rising prices in global and European markets, including Norway—are also influencing customer behavior. Economic and political uncertainty is making consumers more cautious, leading to reduced spending on alcohol in restaurants and bars.
Although the idea of non-alcoholic wine is still met with skepticism in Georgia, Qurua believes market needs make change inevitable: “When customers come into the bar and ask for non-alcoholic drinks, I joke that in Georgia we simply don’t acknowledge non-alcoholic wine. We can’t grasp the idea of making wine without alcohol—but the demand is real. If we want to stay competitive, we must adjust to new trends.”
