A concentration was identified as part of the monitoring conducted by the Georgian Competition and Consumer Agency, which was subject to prior mandatory notification to the agency. The case concerns the purchase of 100% of the shares of "Zedazeni 2012" LLC by JSC "Georgian Beer Company" in the beer and non-alcoholic beverage markets. Accordingly, the Agency imposed a fine on the relevant undertaking for failing to notify the concentration.
According to the materials received and processed by the agency, it was established that in 2023, 215 companies operated in the non-alcoholic beverages market, the market volume was 464,757,669 liters, and the HHI index of market concentration was 2,590. As for the beer market in the same year, there were - 75 companies, market volume was 90 532 597 liters, and market concentration - HHI index - 1888.
According to the Agency's assessment, the non-alcoholic beverages market is highly concentrated, although the concentration index slightly exceeds the maximum value of the moderately concentrated market index (2250). The beer market is moderately concentrated, and the distribution services market is low concentrated. Considering the above, according to the decision of the Agency, the implemented concentration does not have a significant impact on the relevant market and is compatible with the competitive environment.
In 2024, the Georgian Competition and Consumer Agency approved 5 concentrations.
