Alcoholic drinks in Egypt recorded healthy growth in 2024, driven predominantly by the strong performance of beer, the largest category, and a surge in demand for RTDs, the fastest-growing category. Shifting consumer demographics – particularly the rise of younger drinkers – are reshaping the landscape, fuelling interest in RTDs and fostering a more experimental drinking culture. At the same time, premiumisation continues to influence wine, with consumers increasingly appreciating quality and origin. Tourism growth and the expansion of licensed entertainment venues have supported a rebound in on-trade sales, while manufacturers are responding to changing preferences with a wave of new product innovations. However, rising prices remain a significant headwind across the board, particularly for spirits, where inflation is putting pressure on production, packaging, and supply chain costs.
Beer retained its dominance thanks to wide availability, familiarity, and a broad price range that accommodates different consumer groups. RTDs gained momentum through their affordability and convenience, appealing to younger adults seeking variety and casual consumption. Many of these products also carry higher alcohol percentages, supporting a broader trend toward stronger offerings across multiple formats. Meanwhile, premiumisation remained a key theme within wine, which continues to benefit from growing cultural interest and brand awareness. In spirits, white variants thrived on the back of cocktail culture, while dark spirits saw rising demand in premium sub-segments, reflecting the broader shift toward quality over quantity.
The competitive environment remained relatively stable in 2024, with Al Ahram Beverages continuing to lead the market, thanks largely to its dominance in beer. Egy Beverages held the second-largest share, focusing its strategy on expanding premium offerings in other categories, particularly wine. Both companies launched a series of new products across RTDs, wine, and spirits, with notable launches including Chateau De Granville Sparkling Wine and Castello Di Trevi Rose from ABC, and Shahrazade Rose Wine BIB 3L and Mosaic Cognac Style 500ml from Egy Beverages. These innovations played a key role in maintaining consumer engagement and reinforcing brand identities.
Specialist retailers in food, drinks, and tobacco continued to dominate alcoholic drinks distribution due to strict regulatory controls on sales channels. These retailers expanded their physical presence in 2024, with brands like Drinkies, Edge, and Bazar opening new outlets to widen coverage and improve access. On-trade growth was supported by a rising number of licensed hospitality venues, while e-commerce also expanded significantly. Platforms such as Drinkies and Cheers enhanced delivery speeds and service reliability, attracting younger consumers who value privacy and convenience when purchasing alcohol.
On-trade sales continued to strengthen in 2024, benefiting from the development of commercial and lifestyle complexes that include licensed bars and restaurants. This supported growth in demand for cocktails, premium spirits, and wine. Meanwhile, off-trade sales also gained traction, aided by the expansion of alcohol retail chains and heightened consumer interest in at-home drinking occasions. Both channels benefited from a broader shift in attitudes toward alcohol, with rising social acceptance among younger adults and urban populations.
Looking ahead, Egypt’s alcoholic drinks market is expected to continue growing, underpinned by demographic changes, rising interest in premium beverages, and the evolution of drinking culture. Growth in wine and spirits is set to be supported by rising demand for quality and innovation, while RTDs will benefit from their affordability and alignment with casual, social lifestyles. However, inflation remains a key barrier, potentially limiting consumer access to more expensive options and straining manufacturer margins. Ongoing tax pressures on tobacco and alcohol could also dampen growth. In response, producers are expected to pursue innovation in packaging – such as BIB formats for wine – and offer smaller spirit formats to appeal to cost-conscious consumers. A young and growing population, combined with the expansion of entertainment and hospitality venues, will support demand across all major alcoholic drinks categories.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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