"Otia’s Ezo" Eyes Expansion in Craft Beer Production
"Otia's Ezo" is gearing up to ramp up its craft beer production to meet the surging demand from both local enthusiasts and international aficionados. The founder shared with "Business Partner" that the initial venture into beer making, which began during the pandemic, is now poised for another leap forward.
"Our foray into beer started as a pandemic project, which gradually grew. Now, with increasing demand, we're contemplating further expansion. Our clientele primarily consists of tourists and locals, with our brews also gracing several Kutaisi eateries. Currently, our small-scale production just suffices for this clientele. While this year won’t see a massive scale-up, future plans include a significant boost once we establish a new facility," Otia Ioseliani elaborated.
"Otia's Ezo" is on the lookout for an apt site to construct a new brewing facility, marking the beginning of an ambitious expansion phase.
"We're in the process of finding a plot for our brewery. Once we secure the land, we'll dive into designing and subsequently, construction. It's hard to pin down exact timelines, but our plans are solid, and the enthusiasm is high," Ioseliani added.
The pricing strategy reflects the craft beer's niche appeal, with its cost significantly outpacing that of standard local beers.
"Craft beer commands a price at least double that of conventional beer, with prices ranging from 8 to 15 GEL, varying by type. Despite the higher price point, demand has been on an upward trend. Recent years have seen a rise in consumer understanding, reducing the need for us to educate on what craft beer is and why it merits a higher price," explained Ioseliani.
Founded in 2015 around the family home of Georgian writer Otia Ioseliani, "Otia's Ezo" has diversified its product line to include citrus, corn flour, adjika, Svan salt, beans, honey, and various wines (Chkhaveri, Otskhanuri Safere, Tsolikauri, Ojaleshi).
As for their craft beer, it's currently brewed and bottled on-site in a range of sizes (330 ml, 550 ml, 750 ml), with plans for a significant production increase on the horizon.