Alcoholic drinks in Saudi Arabia in 2023 continued to be characterised by the fact that alcohol is prohibited by Saudi law. As such, all sales in the category come from non-alcoholic beer.
Health and wellbeing trends are also supporting the popularity of non-alcoholic beer, specifically in relation to non-alcoholic malt beer. Malt offers a number of nutritional benefits, with vitamins, minerals, and dietary fibre helping to reduce insulin activity, increase cholesterol absorption from the gut, and encourage cholesterol breakdown.
Carlsberg A/S holds the dominant place in alcoholic drinks in Saudi Arabia, due to the fact only non-alcoholic beer is the only relevant drink in the Kingdom. The global player’s Moussy brand holds top brand place, with its Holsten brand in third place.
Supermarkets continue to lead distribution of non-alcoholic beer (being the only category in alcoholic drinks) in the Kingdom, followed by small local grocers, and then hypermarkets. Generally, supermarkets and hypermarkets have been growing as a channel in Saudi Arabia, the fact of which is also supported by the Saudi 2030 Vision, with one area of development being connected to enhanced shopping experiences.
Off-trade sales continue to be significantly stronger than on-trade sales, supported by the increasing number of supermarkets and hypermarkets opening around the country, and the wide variety of products they offer – including the wide ranges of non-alcoholic beer in stock, with various promotions seen throughout the year. Meanwhile, the lower sales seen via on-trade channels tend to be supported by inbound tourism flows, in general and connected to the Seasons and various sporting events.
The Saudi authorities are expected to announce the abolition of the legal ban imposed on alcohol under the guise of stimulating tourism and attracting celebrities and businesspeople to the Kingdom. Again, this is in line with the overall Saudi 2030 Vision and strategies to boost prosperity in Saudi Arabia.
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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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