Hard Seltzer - Georgia

The Hard Seltzer market in Georgia has been experiencing significant growth in recent years.

Customer preferences: Hard Seltzers have gained popularity among consumers in Georgia due to their low calorie and low sugar content. With increasing health consciousness among consumers, there has been a shift towards healthier beverage options. Hard Seltzers, with their light and refreshing taste, have emerged as a popular choice for those looking for a lower calorie alcoholic beverage. Additionally, the availability of a wide range of flavors has also contributed to the growing popularity of Hard Seltzers in Georgia.

Trends in the market: One of the key trends in the Hard Seltzer market in Georgia is the increasing number of local and international brands entering the market. With the rising demand for Hard Seltzers, both local and international players are capitalizing on the opportunity to cater to the evolving consumer preferences. This has led to a wider variety of options for consumers to choose from, further fueling the growth of the market. Another trend in the market is the growing popularity of Hard Seltzers among younger consumers. The younger demographic, particularly millennials and Gen Z, are more open to trying new and innovative alcoholic beverages. Hard Seltzers, with their trendy image and refreshing taste, have resonated well with this consumer segment. This trend is expected to continue driving the growth of the Hard Seltzer market in Georgia.

Local special circumstances: Georgia has a vibrant nightlife culture, with a growing number of bars, clubs, and restaurants. This has created a favorable environment for the growth of the Hard Seltzer market. The versatility of Hard Seltzers makes them suitable for a wide range of occasions, from casual outings to social gatherings. The convenience of consuming Hard Seltzers straight from the can or mixing them with other beverages has also contributed to their popularity in the local market.

Underlying macroeconomic factors: The growing economy of Georgia has played a significant role in the development of the Hard Seltzer market. With an increase in disposable income, consumers are willing to spend more on premium and innovative alcoholic beverages. This has created a favorable market environment for the growth of the Hard Seltzer segment. In conclusion, the Hard Seltzer market in Georgia is experiencing significant growth due to the evolving customer preferences for healthier and low-calorie alcoholic beverages. The increasing number of local and international brands entering the market, along with the growing popularity among younger consumers, are driving the growth of the market. The vibrant nightlife culture in Georgia, coupled with the convenience and versatility of Hard Seltzers, has further contributed to their popularity. The growing economy of Georgia has also played a key role in creating a favorable market environment for the Hard Seltzer segment.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.