Wine consumption in Georgia falls over 60% in decade, study shows

Wine consumption in Georgia has fallen sharply over the past ten years, decreasing by more than 60% from nearly 79 million liters in 2016 to just over 31 million liters in 2024.

These findings are based on a study by consulting firm TBC Capital, Caliber.Az reports, citing Georgian media.

The research indicates that the decline reflects a more selective and quality-focused approach by consumers rather than waning interest in wine. “People are drinking less, but choosing better quality and drinking more intentionally,” the report states.

A consumer survey showed that 43% of respondents purchase wine once a month or less, 35% never buy it, and 15% buy it several times per month. Most prefer to enjoy wine at home (44%) or at friends’ homes (36%), while only 20% consume it in restaurants or wine bars.

Dry wines remain the most popular, especially among men, while women tend to favor semi-sweet and sweet varieties. More than half of buyers purchase 2–4 bottles per purchase.

In 2024, sixteen wine companies, representing approximately half of the market, sold 7.3 million bottles domestically. Sales remain highly price-sensitive, with 98–99% of volumes priced below 30 GEL ($11.15), although demand for wines costing more than 46 GEL ($17) is growing.

Red and white wines dominate consumption, with rosé remaining a niche segment. Supermarkets serve as the main sales channel, followed by the HoReCa sector (hotels, restaurants, and cafés). Considering the decline in home wine production, the potential market for bottled wine in Georgia is estimated at around 42 million bottles.

By Vafa Guliyeva