Georgia’s beer industry is expected to grow by 4–5% in 2026, building on last year’s market volume of 140 million liters, according to Nikoloz Khundzakishvili, Corporate Affairs Director at Efes Georgia. Speaking to BM.GE, he said that while rainy weather weighed on domestic sales earlier this year, demand has picked up as the summer season has progressed.
Khundzakishvili noted that Efes Georgia’s local sales remain slightly below last year’s levels due to unfavorable weather conditions, but current trends point to a stronger second half of the year. He added that rising tourism is expected to support overall beer consumption, helping the industry achieve its projected annual growth.
Commenting on exports, Khundzakishvili said beer is generally a local product and therefore more difficult to export unless it is positioned as a super-premium brand. Georgian beer is mainly exported to countries with established Georgian restaurants, where it is sold through the HoReCa sector. He noted that while Georgia does not yet have globally recognized super-premium beer brands, its premium products remain competitive.
Khundzakishvili highlighted soft drinks as a major export success. Efes Georgia exports its Natakhtari lemonade to 23 countries, shipping 60 million liters last year—three times more than domestic sales of the brand. According to official data, Georgia’s beer exports declined by 38% year-on-year during the first five months of 2026, falling to 1.67 million liters worth $1.9 million, compared with 2.65 million liters worth $3 million during the same period a year earlier.
