Businessman Temur Chkonia’s company has started operating on the local natural juice market.
Coca-Cola Bottlers Georgia released Kapi juices to the Georgian market a week ago. In his interview with Commersant, the businessman says that the orange juice will be sold in the market at an early stage, however, in the future it is planned to increase the range.
The juice is sold in 500-gram and 1-liter bottles while the price ranges within GEL 1.8 – 1.85 which is relatively cheaper compared to other soft drinks, Chkonia says.
The businessman notes that the juice market is very large, however, the company’s direct competitor will be imported natural juices and first of all, the market leader Sandora. Chkhonia believes that the new juices will replace the imported in the near future and will become a leader in the domestic market.
In his words, the juice production is very interesting and he invested 4.5 million euro in the production.
Chkonia says that Kapi is a world-famous brand including in Coca-Cola.
Note: the local companies accounted for about 15-17% of the total market in 2012-2014. A major share of sales falls on foreign brands. According to the Gamma Research study, in the last 2 years the Ukrainian juice producer Sandora is number one in the Georgian market with a 50% share. The top three also includes Lebediansky (Fruktovi sad) with a 10% share and Campa with 10%. The survey showed that the majority of the companies operating on the local juice market are foreign and the advantage of imported juices is evident.
Zedazeni company also plans to launch the production of natural juices in the near future.