Beer Consumption in Georgia: Volumes, Trends, and International Comparisons

Beer consumption in Georgia remains significantly lower than in countries where beer is a primary beverage. According to TBC Capital, the average Georgian consumed around 46 liters of beer in 2024. By comparison, per capita beer consumption exceeds 136 liters in the Czech Republic, 100 liters in Austria, 91 liters in Germany, and ranges between 60–70 liters in Baltic countries such as Latvia and Estonia (sources: Kirin Beer University Report 2023; Statista).

Georgia is much closer in this regard to Armenia (approx. 35 liters) and Azerbaijan (around 15 liters), where beer plays a secondary role to traditional beverages like wine and spirits. In Georgia, wine holds a unique cultural status and is deeply integrated into social and family traditions. Vodka and chacha also have strong associations with traditional gatherings. Against this background, beer is still seen more as a seasonal or social beverage rather than a daily staple.

However, this picture is beginning to shift. In urban areas, especially among younger consumers, beer is gaining popularity. This is reflected in the growing volume of imports: according to Geostat, Georgia imported over 18 million liters of beer in 2024, representing a 15% increase compared to the previous year. The growth suggests not only rising demand but also a shift toward greater variety and brand-conscious consumption, even in the face of price hikes.

Indeed, beer prices in Georgia rose sharply in 2024 — by 10% year-over-year (source: TBC Capital). Yet, despite this inflation, demand remained stable and even expanded in some segments. This indicates that beer is gradually becoming a more entrenched part of the consumer basket, particularly in younger demographics and seasonal contexts.

Still, Georgia’s overall beer consumption remains far below that of countries where beer is embedded in daily life. Cultural preferences, combined with rising prices, may slow down broader adoption, but the upward trend in imports and stable demand hint at untapped market potential. If pricing and product perception continue to evolve, Georgia’s beer industry could see further expansion in the years to come.