Contrary to the global trend,
there is almost no demand for non-alcoholic beer in Georgia.
According to the corporate
director of Natakhtari company Nikoloz Khundzakashvili, the demand is so low
that Georgian companies do not even produce this kind of beer, and if it
suddenly appears, the product will have to be imported.
"We know that in the
world the demand for non-alcoholic beer is very high, and it is constantly
growing, but not in Georgia. It is possible that over time demand may appear as
it was with beer with a low alcohol content. Demand appeared, and local
production gradually replaced import. To
start the production of non-alcoholic beer, we need investments that will not be made due to lack of demand," he
In Nikoloz Khundzakashvili’s
words, currently in Georgia the most
popular is standard, 5-degree beer followed by 4-degree with low alcohol content which accounts
for 20% of the Georgian market.
The founder of the brewing company Kazbegi Gogi Topadze also talks
about the lack of demand for non-alcoholic
"There is no demand and
for this reason there is no production.
Several years ago there was a great demand in Iran, and we even considered its possible production, but the project was not
implemented. If demand suddenly appears, we are ready to start production,
" he explains.
According to a study conducted
by Euromonitor International, in 2015-2016 the number of consumers of
traditional beer declined in the world, while the market of non-alcoholic beer
grew by 5%.
One of the world's largest
beer producers Anheuser-Busch InBev forecasts a 20% increase in consumption of
non-alcoholic beer in 2025. Two other large companies - Budweiser and Corona -
announced successful sales of non-alcoholic beer in 2016.