In 2023, Jordan's alcoholic drinks industry has been witnessing marginal growth, driven by strong on-trade demand. The rise in tourists during the first three quarters boosted on-trade sales.
In 2023, alcoholic drinks in Jordan has experienced marginal growth, primarily driven by strong on-trade demand. On-trade volume sales increased significantly due to a surge in tourists visiting Jordan during the first three quarters, with 5.
While there are no official numbers available for the percentage of the Jordanian population who are regular drinkers, there is a consensus in the industry that around 20% of the country’s total adult population consume alcoholic drinks in a regular basis. Moreover, key industry sources have indicated that the percentage of alcohol consumers among the total adult population continues to increase, albeit a slow pace.
The economy in Jordan showed positive growth in 2023 as GDP increased by 3% in the second quarter. Likewise, unemployment in Jordan is declining in 2023, with the latest unemployment data released in Q3 2023 at 22%.
The most common model to emerge from the COVID-19 pandemic was online ordering of alcoholic drinks from local alcoholic drinks retailers to be delivered either by the operator of the store themselves or, in many cases, third party last-mile delivery organisations. This highly localised model proved very successful and very popular, with retailers and consumers alike benefiting from the option to order remotely.
Both the legal drinking age and the legal purchasing age are 18 years old in Jordan. Sales of alcoholic drinks to people under the age of 18 years is prohibited, although enforcement is quite relaxed.
The duty and taxation levied on alcoholic drinks are high in Jordan. The alcohol import tax is determined depending on the category of alcoholic drink and is set at 200% for beer, 180% for whiskies, 200% for gin and vodka and 200% for liqueurs.
Over the forecast period, a short-term decline in alcoholic drinks demand is anticipated. However, a sustained growth in sales is expected in the coming years, driven by an increase in tourists visiting Jordan.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Jordan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Alcoholic Drinks industry in Jordan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!