Georgia’s beer consumption hits all-time high

Beer consumption in Georgia has surged to unprecedented levels, hitting a historic peak in 2024, according to a market analysis released by TBC Capital.

The analysis reveals that Georgian consumers drank 138 million litres of beer in 2024 — a significant increase from 105 million litres recorded in 2020, Caliber.Az reports via Georgian media. 

The data also shows a growing preference for imported beer, with its share of total consumption doubling from 6 per cent to 13 per cent over the past five years. 

On average, a Georgian citizen aged 15 or older consumed 46 litres of beer in 2024, up from 36 litres in 2020. Analysts attribute the growth to rising domestic demand, especially for imported brands, which has resulted in increased beer imports and a decline in exports. Georgia’s beer imports come primarily from Germany, Russia, Türkiye, the Czech Republic, and Ukraine. Conversely, locally produced beer is exported to markets including Kazakhstan, Armenia, Russia, Azerbaijan, and Israel. 

Despite the rise in consumption, local production volumes remained relatively stable in 2024. However, the report notes that price adjustments significantly boosted the total market value of Georgian-produced beer. The average export price for Georgian beer held steady at $1.11 per liter, while the price of imported beer fell by 7 per cent compared to 2023, averaging $1.20 per liter. Looking ahead, analysts anticipate continued steady growth in the country’s fast-moving consumer goods (FMCG) and hospitality (HORECA) sectors — key markets that contribute to the country’s expanding beer economy.

By Naila Huseynova