People of different professions often visit "Kazbegi” breweries and this has become a tradition. Doctors, actors, singers, sports people, take great pleasure visiting "Kazbegi” factories of beer and non-alcoholic drinks on the invitation of the company. The aim of such tours is to show the public that "Kazbegi” production is natural and ecologically clean. The visitors are shown around the factory, get familiar with beer, lemonade and cold tea making technologies. Such tours serve as a sort of audit and public control for the production, as the company has been trying to introduce transparency and the ideology of competitiveness in Georgian production since the day of its existence.