Total volume sales of alcoholic drinks (being only non-alcoholic drinks) maintained a positive performance in Saudi Arabia in 2024, with growth slightly stronger compared to 2023. Value sales were also positive, albeit at slightly lower levels of growth compared to the previous year. Meanwhile, on-trade volume sales are at slightly stronger rates of growth than off-trade sales.
Non-alcoholic beer remains the largest category in alcoholic drinks in Saudi Arabia, with brands focussing on expanding flavour options and packaging formats. The entry of new international brands has injected fresh competition, and premium offerings are gaining traction, particularly among young adults and urban consumers looking for variety and quality.
Carlsberg A/S is the leading company in alcoholic drinks in Saudi Arabia (holding over half of all total company volume share), with Aujan Industries Co Ltd being the only other player holding a notable company share (a quarter of all share). However, Carlsberg saw a small erosion of share in 2024, while Aujan gained. Meanwhile, Mezzan Holding Co KSCP saw significant double-digit growth, being a new player in the category since 2023. The three players offer products in non-alcoholic beer, with Carlsberg’s Moussy taking top overall brand place, with its Holsten brand in third brand place, and Barbican from Aujan in second brand place. Mezzan offers the relatively new-to-market Heineken, thus supporting the robust growth seen from the company and the brand in the past year.
Supermarkets remains the strongest retail distribution, followed by small local grocers, and hypermarkets. Meanwhile, discounters is an emergent channel, showing the strongest distribution growth in 2024, albeit only reflecting in overall terms.
Most sales occur through off-trade channels, such as supermarkets, hypermarkets, and small local grocers. This reflects consumer preference for purchasing these drinks for home consumption, social gatherings, and everyday occasions. Off-trade volumes and values continue to rise, supported by strong retail distribution, product availability, and the convenience of shopping in established grocery outlets.
Sales of non-alcoholic beer and non-alcoholic wine in Saudi Arabia are set to rise steadily over the coming years. This growth will be driven by the restricted availability of drinks in the category, a young population open to new experiences, and the ongoing expansion of the hospitality sector. Non-alcoholic beer will remain the core of the market, but non-alcoholic wine is expected to see faster percentage growth, especially as more consumers seek premium, sophisticated options for socialising and celebrations. The lower base of non-alcoholic wine, compared to non-alcoholic beer, will also support this stronger trajectory. Overall, the ongoing shift towards more diverse and premium products will continue, with both categories benefiting from new launches and wider acceptance.
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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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