Alcoholic Drinks in Egypt
Euromonitor International's Alcoholic Drinks in Egypt market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 129 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
ABC and EgyBev remain the key players
Despite Egypt being one of the world’s most visited tourist destinations, with vibrant consumption of alcohol in the country, it has only two main competitors in the market - Al Ahram Beverages Co (ABC) and Egyptian International Beverage Co (EgyBev). Al Ahram has been present in the market since 1897 and has been producing and supplying alcohol successfully in the market ever since. Its products currently include beer, wine, spirits, RTDs and sparkling non-alcoholic malt beverages. EgyBev is a smaller sized company with a growing production line ranging from beer to wine and spirits. Both companies distribute their products through retail outlets throughout the country, but mainly in northern Egypt.
Emerging wine culture in Egypt leads to increased demand
A surge in the number of restaurants and bars opening throughout the country has led to an increase in demand for wine. Coupled with this is a continuous rise in tourist numbers, with tourists a major source of wine consumption in Egypt. Increased tourism has brought with it increased knowledge about wine. With GDP on the rise and inflation decreasing, increasing numbers of Egyptians are travelling every year, becoming exposed to the wine cultures in foreign countries. With this newly emerging wine culture has come increased wine production and a focus on the quality of wine produced.
Negative image of spirits continues to keep sector relatively small
Even though Egypt does have a booming and substantial alcoholic drinks market, it must be noted that the majority of the Egyptian population who fall under the poverty line are not as exposed or as tolerant to the consumption of alcohol. Beer has grown to be a more acceptable alcoholic beverage due to its low alcohol content, but many people still frown upon it. Spirits, on the other hand, are seen as risky and heavy forms of alcohol. Not only do people worry about their personal image when consuming these beverages, they also worry about their health.
Illegal activity in the market remains a serious issue
Import taxation on alcoholic drinks in Egypt remains extremely high and is not expected to decline in the near future. Therefore, the black market, duty free, off-trade and on-trade outlets remain the only channels in which to purchase alcohol, and are generally too expensive for the majority of the Egyptian population, hence the creation of low-quality alcohol in the market. Labels such as ‘Johnny Table’ and ‘Samirnoff’ still exist and have been reported to be the cause of many health issues such as blindness and, in some noted cases, death.
Tourism and religion continue to be strong indicators of market performance
Tourism works as both a key factor in keeping the alcoholic drinks market afloat in Egypt as well as a threat to its growth if tourism should fall in Egypt. With political instability in the region and looming fears over the next presidential election, the tourism industry remains volatile. Coupled with this political instability and lack of faith in the current regime could come an increase in religious fanaticism which goes hand in hand with a decrease in alcohol consumption. This has not occurred in the market just yet, but remains a potential threat to the future performance of the alcoholic drinks market in Egypt.
Table of contents
ALCOHOLIC DRINKS IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
ABC and EgyBev remain the key players
Emerging wine culture in Egypt leads to increased demand
Negative image of spirits continues to keep sector relatively small
Illegal activity in the market remains a serious issue
Tourism and religion continue to be strong indicators of market performance
KEY TRENDS AND DEVELOPMENTS
Social issues contribute greatly to market performance
Increased advertising
Religious beliefs pose a threat to growth
Political instability linked to tourism
Ongoing import taxation and duty levies
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2008-2009
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008 – Luxor Classic
Table 4 Selling Margin of a Typical Wine Brand 2008 – Grand Marquis
Table 5 Selling Margin of a Typical Spirits Brand 2008 - Butler's Gin
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - EGYPT
AL AHRAM BEVERAGES CO (ABC) - ALCOHOLIC DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Al Ahram Beverages Co (ABC): Key Facts
Summary 5 Al Ahram Beverages Co (ABC): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Al Ahram Beverages Co (ABC): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Al Ahram Beverages Co (ABC): Competitive Position 2007
CHEERS - ALCOHOLIC DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Cheers: Key Facts
COMPANY BACKGROUND
Summary 9 Leading Specialist Retailers 2008
COMPETITIVE POSITIONING
DRINKIES - ALCOHOLIC DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Drinkies: Key Facts
COMPANY BACKGROUND
Summary 11 Leading Specialist Retailers 2008
COMPETITIVE POSITIONING
EGYPTIAN INTERNATIONAL BEVERAGE CO - ALCOHOLIC DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Egyptian International Beverage Co: Key Facts
Summary 13 Egyptian International Beverages Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Egyptian International Beverages Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Egyptian International Beverages Co: Competitive Position 2007
BEER IN EGYPT
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 16 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN EGYPT
RTDS/HIGH-STRENGTH PREMIXES IN EGYPT
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 52 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN EGYPT
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 57 Sales of Wine by Subsector: Total Volume 2003-2008
Table 58 Sales of Wine by Subsector: Total Value 2003-2008
Table 59 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 60 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 61 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 65 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 66 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 69 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 70 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 71 Wine Exports by Country of Destination: Total Value 2002-2007
Table 72 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 73 Wine Imports by Country of Origin: Total Value 2002-2007
Table 74 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 75 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 76 Brand Shares of Still Light Grape Wine 2004-2007
Table 77 Company Shares of Champagne by National Brand Owner 2004-2007
Table 78 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 79 Brand Shares of Champagne 2004-2007
Table 80 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 81 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 82 Brand Shares of Other Sparkling Wine 2004-2007
Table 83 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 84 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 85 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 86 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 87 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 88 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 89 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN EGYPT
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 90 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 91 Sales of Spirits by Subsector: Total Value 2003-2008
Table 92 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 93 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 94 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 95 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 96 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 97 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 98 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 99 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 100 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 101 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 102 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 103 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 104 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 105 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 106 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 107 Company Shares of Spirits by National Brand Owner 2003-2007
Table 108 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 109 Brand Shares of Spirits 2004-2007
Table 110 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 111 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 112 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 113 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013