Beer Boom in Georgia: Record Consumption, Rising Imports, and Shifting Export Destinations

In 2024, Georgia’s beer market reached an all-time high, setting new records in both domestic consumption and import volumes. According to the latest research by TBC Capital, local beer consumption has been growing steadily over recent years, culminating in a historic peak last year. This trend is closely tied to shifts in consumer behavior, broader economic patterns, and intensifying competition between local and international brands operating in the country.

The beer and non-alcoholic beverage sector in Georgia is driven by two major segments — FMCG (fast-moving consumer goods) and HORECA (hotels, restaurants, cafés) — both of which are expected to continue their stable growth trajectory in the coming years. In 2024, demand for local beer reached new heights, yet production volume increased by only 1%, totaling 127 million liters, while the average price per liter was 2.8 GEL. Final consumption stood at 138 million liters, with 87% attributed to local production, and imported beer making up over 13% — a notable jump from 10% in 2023. This reveals growing interest among Georgian consumers in foreign beer brands.

The trend is further reinforced by import data: 15.5 thousand tons of beer were imported into Georgia in 2024 — 3.8 thousand tons more than the previous year. The main import sources were Germany (31%), Russia (17%), Turkey (15%), Czech Republic (7%), and Ukraine (6%), contributing to a richer variety of beer flavors and brand options on the Georgian market.

On the other hand, beer exports declined: the volume dropped from 6.9 thousand tons in 2023 to 5.9 thousand tons in 2024. The top export markets were Kazakhstan (31%), Armenia (18%), Russia (8%), Azerbaijan (5%), and Israel (5%). This reduction in exports may stem from logistical challenges or rising international competition. It also suggests that increased domestic demand has led Georgian brewers to prioritize the local market over foreign sales.

This environment presents both a challenge and an opportunity for local breweries. On one hand, the market faces rising prices and intensifying competition; on the other, increased consumption and import growth signal the need for new strategic approaches. Georgia’s beer industry is entering a new phase — one in which quality, pricing, and brand awareness will jointly determine success in both domestic and export markets.

Ultimately, these developments are reshaping not just business strategies but also everyday consumer culture in Georgia, where beer is becoming an increasingly integrated part of daily life.