This is stated in the report of the consulting company TBC Capital. The authors of the study believe that the decline reflects a change in consumption habits.
“Consumers are drinking less, but often better and more selectively. While this favors quality, it limits domestic volume growth and increases the sector’s reliance on exports for scale and growth,” the study said.
According to the survey, 43% of respondents buy wine once a month or less, 35% never, and 15% buy wine several times a month.
Most local consumers prefer to drink wine at home (44%) or when visiting (36%), while only 20% prefer to drink wine in restaurants and wine bars.
Dry wine is most popular, especially among men, while women often choose semi-sweet and sweet varieties.
Red and white wines dominate the consumption structure, while rosé wines continue to play a secondary role.
About 98-99% of the volumes fall into the category below 30 GEL (186 lei). At the same time, there is a slight shift in the premium segment. Although it is still small in absolute numbers, sales of wines above 46 GEL (286 lei) are growing.
