Alcoholic Drinks in Morocco

June 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Morocco 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:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Morocco?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Morocco?
  • How are products distributed in Morocco?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Alcoholic Drinks in Morocco

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2017-2023
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2023
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

Summary 3 Research Sources

Beer in Morocco

KEY DATA FINDINGS

Beer registers strong performance with on-trade seeing full recovery to pre-pandemic levels
Influx of imported beers leads to fragmentation
Groupe des Brasseries du Maroc SA announces end of Heineken license
Fragmentation to continue as imported brands flood market
Non-alcoholic beer to perform well from low base
Competition to intensify in beer category
Lager price band methodology
Summary 4 Lager by Price Band 2023
Table 17 Number of Breweries 2018-2023
Table 18 Sales of Beer by Category: Total Volume 2018-2023
Table 19 Sales of Beer by Category: Total Value 2018-2023
Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 26 Sales of Beer by Craft vs Standard 2018-2023
Table 27 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 28 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 29 LBN Brand Shares of Beer: % Total Volume 2020-2023
Table 30 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 31 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Rtds in Morocco

KEY DATA FINDINGS

Limited offering and consumer appeal holds back RTDs
On-trade recovery provides some optimism
Flavoured vodkas create strong competition for RTDs
Tourism will dictate sales performance in RTDs
Preference for blending own drinks hinders category development
Table 34 Sales of RTDs by Category: Total Volume 2018-2023
Table 35 Sales of RTDs by Category: Total Value 2018-2023
Table 36 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 37 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 38 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 39 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 40 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 41 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 42 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 43 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 44 LBN Brand Shares of RTDs: % Total Volume 2020-2023
Table 45 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 46 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 47 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 48 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

Spirits in Morocco

KEY DATA FINDINGS

Spirits register stagnant performance
Cheap imported spirits brands resonate with locals
White rum reports fastest volume growth
Positive outlook as tourism fuels sales in the on trade
Mahia to remain the firm favourite among Moroccans
Vodka enjoys strong appeal due to affordability
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2023
Table 49 Sales of Spirits by Category: Total Volume 2018-2023
Table 50 Sales of Spirits by Category: Total Value 2018-2023
Table 51 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 52 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
Table 58 Sales of White Rum by Price Platform: % Total Volume 2018-2023
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
Table 60 Sales of English Gin by Price Platform: % Total Volume 2018-2023
Table 61 Sales of Vodka by Price Platform: % Total Volume 2018-2023
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
Table 63 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 64 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 65 LBN Brand Shares of Spirits: % Total Volume 2020-2023
Table 66 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 67 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in Morocco

KEY DATA FINDINGS

Wine sales boosted by higher tourism levels
Non-alcoholic wine enjoys strong growth
Local wine loses out to imported options
Promising outlook for wine category
Growing range of imported wines to boost consumer choice
Still red wine to shine among locals
Table 70 Sales of Wine by Category: Total Volume 2018-2023
Table 71 Sales of Wine by Category: Total Value 2018-2023
Table 72 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 73 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023
Table 85 GBO Company Shares of Champagne: % Total Volume 2019-2023
Table 86 NBO Company Shares of Champagne: % Total Volume 2019-2023
Table 87 LBN Brand Shares of Champagne: % Total Volume 2020-2023
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023
Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023
Table 94 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 95 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 96 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023
Table 97 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 98 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 99 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 100 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
          • Blended Malt Scotch Whisky
            • Prestige Other Blended Scotch Whisky
            • Ultra Premium Other Blended Scotch Whisky
            • Super Premium Other Blended Scotch Whisky
            • Premium Other Blended Scotch Whisky
            • Standard Other Blended Scotch Whisky
            • Economy Other Blended Scotch Whisky
        • Single Grain Scotch Whisky
        • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Aguardiente De Caña
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Destilados De Agave
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
    • Non Alcoholic Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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