The FINANCIAL — Over the Christmas and New Year week sales consist of more than 15% of total sales, say Beverage producers and retailers Teliani Valley, GD Alco, Bagrationi 1882 and Borjomi. The most demanded are Saperavi and Tsinandali wines, sparkling wine and Martini.
Each company had sales of more than 2 million USD in 2009. Teliani Valley and GD Group say that their product sales were not much affected by the economic crisis, However, Bagrationi 1882 and Borjomi had different figures.
Teliani valley had sales of 2 million USD in 2009. The company says it covers 45% of the market, producing more than 20 types of drinks, within them the main ones are white and red wines, cognac, sparkling wine and vodka. The price for Teliani offerings starts from 10 GEL.
GD Group is the exclusive representative of GD Alco in Georgia and in the whole of the Caucasus.
The company provide 2,500 types of drinks. Within which the most demanded products of the year were: Jack Daniel’s, Johnnie Walker, Martini, Hennessy and Finlandia. The company had total sales of more than 6 million GEL in 2009 (January-August). The price for production starts from 19 GEL going up to 2,500 GEL.
Bagrationi 1882 produces 11 types of sparkling wine, both produced by the reservoir method and traditional method. The company covers the whole of the trade chain of Georgia “One of our strengths can be considered the supply chain we have throughout Georgia,” says Kapanadze.
“We offer a wide product portfolio that satisfies the demands of people of different tastes and all income segments,” says Lika Kapanadze, Public Relations Manager of Bagrationi 1882.
The prices vary according to the different manufacturing methods. The price for reservoir method-made products is 8.5-14 GEL and for traditional method-made sparkling wine – from 20 GEL.
Borjomi produces 4 types of mineral water: Borjomi, Bakuriani, Likani and Borjomi Stkaroebi. In 2009 the company had sales of 94 million bottles.
“We are seeing positive changes in the export market and it looks as though the economy is recovering from the recession,” says Nitsa Cholokashvili, Public Relations Manager of Georgian Water and Mineral Waters Company.
This year Borjomi penetrated the markets of Japan and Turkey. In 2010 the company is planning to enter the Egyption market. Borjomi exports its products to more than 30 countries worldwide.
Cholokashvili says that the financial crisis had more of an influence on the export market than the local market within Georgia. “There were difficulties in the export market – Ukraine, Lithuania, Latvia, and Estonia.”
In 2009 the company lagged behind its sales plan by 40% .
“In Georgia we planned our 2009 sales without any growth. At present we are 13-14% behind our planned figure.”
“The crisis had a great impact on both export and the Georgian market. Our product sales have decreased by 35%. At present 1.04 million bottles are sold, a 0.5 million decrease compared to 2008,” says Kapanadze.
The company is exporting products to Ukraine, China, Baltic countries, America and Germany.
Didava, GD Alco, says that the economic crisis did not have much of an influence on their business.
“We are actively involved in promoting and developing beverage brands, we are looking carefully at bar development, teaching them the appropriate behaviour and dress code of bar employees. We also hold themed activities and provide trainings.” says Tiko Didava, PR Manager of LTD “GD Group”. Additionally we have two themed shops; Scottish Vicki house and Jack Daniel’s House.”
GD Group provides products to all clubs and restaurants throughout Georgia.
“Our target segment is medium and high income society,” says Didava.
“Our mission is not only to sustain the position of lead drink producers in Georgia, but to enter foreign markets too. At present we export our products to more than 25 countries, including Ukraine, Great Britain, Canada, USA, Finland, Turkey, Singapore,” says Tea Tuashvili, PR manager of Teliani Valley.
Teliani Valley products are available at A and B class supermarkets (Populi, Goodwill and Big Ben) and in drink shops, as well as in high class restaurants (M Group and JMC), in clubs and in bars.
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