- Georgia’s ancient wine culture laid the foundation for the expansion of specialty coffee.
- Traditional cuisine and strong hospitality also influence its growing specialty coffee scene.
- The country bridges Eastern Europe and West Asia, culminating in a unique coffee market.
- International brands such as Costa have expanded into Georgia, while homegrown roasters like Shavi are entering the US market.
Georgia, long recognised for its winemaking heritage and distinctive food culture, is increasingly positioning itself as an emerging specialty coffee market in Eastern Europe and West Asia.
Once dominated by traditional brewing methods such as Turkish-style coffee, the country’s coffee landscape is diversifying quickly. Today, Tbilisi’s specialty coffee scene is expanding due to rising consumer interest in coffee education and new brewing methods.
The combination of Georgia’s strong cultural identity and growing openness to global trends is supporting homegrown specialty coffee roasters and cafés and attracting attention from international brands and investors.
Alsu Karimova and Anastasia Costache of Shavi Coffee Roasters explain how the Georgian specialty coffee market is evolving and why they are expanding into the US.
You may also like our article on how specialty coffee culture is changing in France.
Wine heritage is shaping coffee consumer preferences
Georgia’s credentials as a gastronomic innovator run deep. Archaeological evidence suggests winemaking has flourished here for over 8,000 years, earning the country recognition as the “birthplace” of wine.
Today, Georgian orange (or amber) wines – made using ancient qvevri clay vessels buried underground – have captured international attention. Their complex, often “funky” flavour profiles are appearing in wine bars from Brooklyn to Berlin.
This winemaking legacy, combining ancient and modern techniques, has created fertile ground for specialty coffee to proliferate. The same cultural appreciation for fermentation, terroir, and artisanal production that defines Georgian wine naturally translates to specialty coffee. Consumers accustomed to discussing the nuances of wine are equally eager to explore fermentation in coffee processing or discuss the impact of different origins on terroir.
“Georgian culture impacts the way we source green beans and design our roast profiles,” says Alsu, the head roaster at award-winning Shavi Coffee Roasters in Tbilisi, Georgia. The roaster recently opened its fifth café in Tbilisi, and will also launch a café and roastery in Uzbekistan in February.
“We tend to select more natural and experimental processed coffees because their flavour profiles match what many Georgian consumers enjoy,” Alsu adds. “Our team recently created a blend with a jonjoli (pickled flower) tasting note to better communicate with customers and connect to their taste memory.”
Georgia’s vibrant food scene further reinforces this foundation. The country’s cuisine emphasises bold flavours, seasonal ingredients, and communal dining – values that align with specialty coffee culture. The traditional supra, a feast characterised by hospitality and storytelling, reflects the same ethos that now defines many of Tbilisi’s modern coffee shops.
How Georgian culture is influencing its specialty coffee scene
The country’s location between Europe and Asia fosters a unique coffee culture that blends tradition and modernity. Turkish coffee remains a household staple, but espresso-based beverages and pour over brewing have gained traction in recent years, particularly among younger consumers in bigger cities.
Rather than displacing traditional consumption, specialty coffee has integrated alongside it. This coexistence has enabled faster market maturation in cities such as Tbilisi and Batumi, increasing acceptance of different brewing methods and experimentation with processing.
“Our roasters and baristas often draw inspiration from Georgian culinary traditions, experimenting with flavour and presentation in ways that give the country’s specialty coffee identity its own distinct character,” says Anastasia, the co-owner of Shavi Coffee Roasters, which has become one of Georgia’s most prominent specialty coffee brands.
“Conversely, we’re influencing Georgia’s coffee scene. Our roasting philosophy blends modern data-driven techniques with old-school craft,” she adds. “The result is a portfolio of coffees that are expressive, balanced, and unmistakably Shavi.”
This strategy has translated into growing international recognition. Shavi was named Best Coffee Shop at the 2025 European Coffee Trip Awards and secured silver for its Colombia Gaitania filter coffee at the Global Coffee Awards European edition, where it was also named the national winner for Georgia.
“These awards reflect not only our growing international reputation and the dedication behind every roast, but also our deep commitment to hospitality,” Anastasia explains. “We ensure that we weave the warmth and generosity at the heart of Georgian culture into every aspect of our cafés.”
Growth opportunities
According to official trade statistics, the value of Georgia’s coffee imports surged by 43.9% in 2025 compared to the previous year. This increase was driven mainly by sustained high global coffee prices.
Indonesia was Georgia’s largest coffee supplier, exporting 1,972 tonnes valued at US$10.1 million, accounting for nearly 29% of the total import value. Other key suppliers included Vietnam, Italy, and Germany, highlighting Georgia’s dependency on European re-exporters.
With coffee prices expected to stabilise between US$2.50 and U$3/lb by mid-2026, there’s potential for Georgia’s coffee imports to increase over the next few years.
Across the country, specialty coffee consumption is becoming more embedded in daily routines. More consumers are investing in home brewing equipment, while professional training opportunities for baristas are expanding.
“You will often see customers buying their first V60 setups or baristas learning how to serve coffee at a higher level,” Alsu observes.
This shift towards education-led consumption is contributing to rising quality expectations across the board. As consumer knowledge deepens, operators are investing more in sourcing, roasting, quality consistency, and service standards, further accelerating market expansion.
International brands are moving in
As Georgia’s specialty coffee culture has strengthened, international operators have begun to take notice. Costa Coffee launched in Georgia in November 2022 with a store at Tbilisi International Airport and is now targeting other cities under a franchise agreement with Azerbaijan’s Sarda Group, aiming to open 15 stores by 2028.
US chain Reborn Coffee recently announced its plans to enter the Georgian market, signalling confidence in both consumer sophistication and long-term growth potential.
Starbucks is also reportedly interested in the Georgian market, as it seeks to expand its international footprint. The company allegedly plans to open its first store in Tbilisi’s Vake district in March 2026 and to operate up to 50 locations nationwide over the next eight years.
The country’s position as a bridge between Europe and Asia also supports its appeal, enabling the market to absorb diverse influences while retaining a strong local identity.
Industry stakeholders increasingly view Georgia as a market poised to enter its next growth phase. “With better education, improved sourcing, and higher quality expectations from customers, the market can develop quickly in the coming years,” Alsu predicts.
Georgia’s tourism industry is also relatively new, and the country is actively investing to attract more visitors. This could further drive international interest among both specialty coffee enthusiasts and brands looking to expand into emerging markets.
Georgian brands look outwards
Importantly, expansion is increasingly two-way. Georgian specialty brands are now beginning to explore international growth opportunities.
Shavi Coffee Roasters launched in the US in December, establishing operations in Washington, DC. Alsu relocated to oversee production, roasting on a Loring Falcon S15, with the company offering retail, wholesale, and single-serve drip coffee formats.
“We chose to launch in the US because it is one of the most mature and influential specialty coffee markets in the world,” she explains. “American consumers value transparency, craftsmanship, and innovation – values deeply embedded in Shavi’s DNA.”
Rather than rapid scaling, the focus is on building long-term partnerships with cafés and retailers.
“We want to showcase Georgia’s emerging coffee culture on a global stage, and our goal in the US is to grow long-term relationships with local cafés and consumers who appreciate high-precision roasting and distinct flavour profiles,” Anastasia says. “As a New Yorker, I’m thrilled that we’re roasting on the East Coast and bringing unique flavour profiles, light roast styles, and a touch of Georgia to the US.”
The convergence of international investment and domestic expansion suggests Georgia’s specialty coffee sector is maturing.
As Georgian roasters expand internationally and global brands test the domestic market, the country is becoming an increasingly important player in the global specialty coffee industry.
Enjoyed this? Then read our article on how women are driving growth in emerging specialty coffee markets.
Photo credits: Shavi Coffee Roasters
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Please note: Shavi Coffee Roasters is a sponsor of Perfect Daily Grind.
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