The astonishing $40 million that Georgia spent on coffee in 2024 is not just an economic statistic—it is a cultural statement. Coffee is more than a drink; it is a global commodity, a social ritual, and an anthropological marker of shifting lifestyles. The rise in coffee expenditure, despite a drop in import volumes, speaks volumes about the country’s evolving habits, international dependencies, and the symbolic weight of coffee consumption in contemporary Georgia.
To understand what these numbers truly signify, we must step beyond pure economics and dive into history, sociology, and even philosophy. Why do societies invest so much in coffee? What does this tell us about work culture, class distinctions, and even national identity?
The Global Coffee Crisis and Its Ripple Effect on Georgia
At first glance, the primary driver behind the increased spending is straightforward: coffee prices have skyrocketed. The cost of a ton of arabica has soared to $7,496—the highest since 1972—while robusta prices more than doubled. This is not just a local phenomenon but part of a broader global trend. Climate change has affected coffee plantations in Brazil, Colombia, and Vietnam, reducing yields while demand continues to climb. Economic instability, supply chain disruptions, and speculative trading in commodity markets have further inflated prices.
But why does Georgia, a historically tea-drinking nation, now allocate such significant resources to coffee? The answer lies in both shifting consumption patterns and the geopolitical realities of global trade.
From Tea to Coffee: The Social Transformation of Georgia’s Caffeine Culture
Historically, Georgia was a nation of tea drinkers, with black tea from Guria and Samegrelo forming a key part of its culinary tradition. Soviet-era culture reinforced this habit, associating tea drinking with intellectual gatherings and family traditions. However, since the 1990s, coffee culture has gained dominance, mirroring broader changes in urban life and Western influence. The rise of hipster coffee shops in Tbilisi, modeled after Italian and third-wave coffeehouses, has transformed coffee from a simple commodity into a lifestyle choice.
Coffeehouses are now spaces of social interaction, freelance work, and intellectual discourse. The shift from traditional Turkish-style coffee to espresso-based drinks like cappuccinos and flat whites symbolizes a broader transformation in urban Georgian identity—one that aligns itself more with European café culture than with Soviet-era domestic tea-drinking traditions.
The High Cost of a Lifestyle: Coffee as a Class Symbol
With the price of coffee rising, the cost of a single cappuccino in Tbilisi is now around 10 GEL. But is this truly expensive? The answer depends on perspective. In cities like Paris or Berlin, a similar cup might cost €3–4, making Tbilisi’s pricing appear relatively moderate. However, in a country where the average monthly salary is around $600, frequenting coffee shops is increasingly becoming a marker of class distinction.
Sociologist Pierre Bourdieu argued that consumption habits reflect social status, and coffee is no exception. The ability to afford specialty coffee, especially from Western-imported brands, signals membership in a cosmopolitan urban elite. Meanwhile, lower-income consumers may turn to instant coffee or opt for more affordable options like Turkish-style brews. The coffee market thus reveals economic stratification within Georgian society.
Who Controls the Coffee Flow? Geopolitics and Import Dependencies
A look at the top coffee importers to Georgia reveals another fascinating layer: international trade relations. Indonesia, Russia, and Italy lead the rankings, but what does this mean in practical terms?
Indonesia and Vietnam dominate the robusta trade, supplying lower-cost beans for mass consumption. This reflects a pragmatic business choice but also aligns Georgia with Southeast Asian suppliers rather than traditional Latin American coffee giants like Colombia or Costa Rica. Russia remains a significant coffee trade partner, despite political tensions. This is an important reminder that economic ties often persist even in geopolitically strained relationships. Italy and Germany play a major role in supplying roasted and processed coffee, reinforcing the prestige of European brands in the Georgian market. Armenia and Turkey serve as key regional re-exporters, highlighting how coffee flows through interconnected economies.
The Future of Coffee in Georgia: A Luxury or a Necessity?
With rising costs and fluctuating global markets, will coffee become a luxury item in Georgia? Or will it remain an essential social and cultural staple? The answer depends on how Georgian society adapts.
Increased local roasting and alternative sourcing: Just as wine production has become a national economic and cultural asset, local coffee roasting and specialty brands might emerge to counterbalance dependence on imports.
Changing consumption habits: If prices remain high, there could be a shift back to traditional Turkish coffee or an increased reliance on instant coffee as a more affordable alternative.
New coffee rituals: Just as tea-drinking was once a defining feature of Georgian culture, we may see the evolution of new coffee traditions that reflect both economic realities and cultural values.
The $40 million spent on coffee in 2024 is not just a statistic—it is a reflection of broader cultural, economic, and geopolitical shifts. Coffee has become an indicator of class, a battleground of globalization, and a mirror of Georgia’s evolving identity. So, the next time you sip your 10-GEL cappuccino, consider what you are really paying for: not just a caffeine fix, but a complex interplay of history, economy, and culture in every cup.
By Ivan Nechaev
