Schirnhofer continues to build a strong presence in Georgia, earning the trust of consumers through consistent quality, European standards and a well-balanced market positioning.
Thank you for reading this post, don't forget to subscribe!In an interview with Lasha Babuadze, founder of Everest 2010 — the company responsible for bringing Schirnhofer to the Georgian market – he highlights that the brand’s success is rooted in stable quality, balanced pricing and a clear understanding of consumer expectations. According to him, for many customers, Schirnhofer has become a ‘safe choice,’ associated with trust and consistent experience.
Q. What does winning in the “Meat Products” category mean for Schirnhofer on the Georgian market?
A. First and foremost, this recognition reflects the trust that consumers place in the brand. It signals that Schirnhofer products stand out among competitors — not only for their taste, but also for their quality and standards. For many consumers, this distinction serves as a mark of a “safe choice,” reinforcing confidence in their purchase decisions.
Q. How would you assess Schirnhofer’s development journey in Georgia over the years?
A. Schirnhofer’s development in Georgia can be described as steady and progressively strengthening growth. The brand has successfully positioned itself in a niche that combines premium European quality with relatively affordable pricing – a crucial balance in the Georgian market. Over time, consistent quality, stable taste and positive consumer experiences have translated into strong customer loyalty.
Q. Given the wide selection of meat products on the Georgian market, what drives consumers to choose Schirnhofer?
A. Several key factors influence consumer preference:
- Consistent European quality: Schirnhofer is associated with Austrian standards, which imply safety, hygiene, and strict quality control — especially important in meat products.
- Balanced price-to-quality ratio: The brand is perceived as a smart choice that offers strong value.
- Wide availability: Products are present in nearly all major supermarket chains as well as smaller retail outlets, increasing visibility and accessibility.
Q. How would you describe the taste preferences of Georgian consumers today?
A. The preferences can best be described as a blend of tradition and modern trends. While classic sausages, boiled and semi-smoked products still dominate the market, there is a rapidly growing interest in delicacies and European-style offerings. Successful brands, including Schirnhofer, respond to this by covering both segments – traditional and innovative.
Q. Which Schirnhofer products are especially popular in Georgia and what would you recommend to first-time consumers?
A. The brand offers a diverse portfolio, but several categories stand out. Among the most popular are Frankfurter sausages, as well as boiled sausages such as Doctor’s and Favorite Sausage [Lieblingswurst], alongside sliced breakfast options and Styrian bacon.
For first-time consumers, it is recommended to start with classic, lighter products like sausages and boiled varieties. Schirnhofer’s success in Georgia is built on quality, thoughtful positioning and a deep understanding of consumer needs – combining both traditional and modern expectations.
Q. Consumers today pay close attention to product quality and origin. How does Schirnhofer ensure high standards?
A. Schirnhofer products originate from Kaindorf, an ecologically clean region in Austria.
Quality is ensured through rigorous control processes supported by ultra-modern laboratories. All products are made exclusively from Austrian meat, with strict monitoring in place. Additionally, Schirnhofer holds the IFS (International Food Standard) certification, which guarantees systematic quality checks.
Q. Where can consumers purchase Schirnhofer products in Georgia and how are you improving accessibility?
A. Schirnhofer products are widely available across Georgia in major retail chains as well as smaller stores. In addition, branded Schirnhofer shops operate in the capital city of Tbilisi, offering a broader range of delicacies.
Consumers can also purchase products online via the Wolt platform, making access even more convenient. Beyond physical distribution, the brand actively engages with consumers through social media platforms such as Facebook, Instagram and TikTok – sharing product information, special offers and practical meal ideas. This approach strengthens brand awareness and fosters closer relationships with customers.
Q. Which Schirnhofer products would you recommend for a quick and tasty breakfast or lunch?
A. For breakfast, Schirnhofer’s breakfast bacon is an excellent choice and a staple for a satisfying morning meal. For lunch, Frankfurter or Bern-style sausages are ideal – they are filling, flavorful and quick to prepare, making them perfect for busy routines.
Q. What are your future plans for the brand?
A. Maintaining the trust built with consumers over the years remains a top priority. Any future developments, whether expanding the product range or launching new activities, will be guided by consumer preferences and demand. The brand’s strategy continues to focus on listening to its audience and evolving accordingly.
