Among the alcoholic beverages produced in Georgia, apple cider is a novelty; it has become popular in the last 5 years, once the interest in organic and natural alcoholic beverages increased. Cider production requires the creation of a sustainable industry with environmental protections in order to ensure successful socio-economic activity. The subject of our study is to investigate cider production technology and the marketing analysis of factors influencing the development of the industry. The methodological framework of this research is the qualitative analysis of the case study. Secondary data such as Georgian and foreign scientific literature, annual reports published by the National Statistical Service of Georgia and the Georgian Cider Association were used for the analysis. The apple tree is an important segment of Georgia's fruit production and has a plentiful harvest. However, 40% of the harvest every year is substandard, which creates problems for producers. The production of apple cider is a marketing strategy that leads to the optimal use of the harvest in accordance with market requirements. The wine industry has clearly shown that in Georgia beverages of the highest quality can be produced according to international standards. Consequently, apple cider can be a great opportunity to develop new markets.
The Development Opportunities for Apple Cider: Technological and Marketing Perspectives
Adamashvili Nino;
2023-01-01
Abstract
Among the alcoholic beverages produced in Georgia, apple cider is a novelty; it has become popular in the last 5 years, once the interest in organic and natural alcoholic beverages increased. Cider production requires the creation of a sustainable industry with environmental protections in order to ensure successful socio-economic activity. The subject of our study is to investigate cider production technology and the marketing analysis of factors influencing the development of the industry. The methodological framework of this research is the qualitative analysis of the case study. Secondary data such as Georgian and foreign scientific literature, annual reports published by the National Statistical Service of Georgia and the Georgian Cider Association were used for the analysis. The apple tree is an important segment of Georgia's fruit production and has a plentiful harvest. However, 40% of the harvest every year is substandard, which creates problems for producers. The production of apple cider is a marketing strategy that leads to the optimal use of the harvest in accordance with market requirements. The wine industry has clearly shown that in Georgia beverages of the highest quality can be produced according to international standards. Consequently, apple cider can be a great opportunity to develop new markets.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
