Alcoholic Drinks in Morocco
Euromonitor International's Alcoholic Drinks in Morocco 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: 125 | Publication date: Sep 2007
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
Continued growth in alcoholic drinks consumption in Morocco
Alcoholic drinks saw steady growth over the review period, demonstrating that Moroccans’ consumption of alcoholic drinks is growing steadily. This growth was due to a number of different factors, including a thirst for adopting a Western lifestyle, especially among the upper and middle classes. Another factor is that drinking alcoholic beverages is considered a fashionable way for young people to socialise, especially among girls. Moreover, the penetration of different types of alcohol into the Moroccan market has played a significant role in encouraging consumption, by offering attractive prices, especially on local brands.
Alcoholic drinks are becoming part of Moroccan’s lifestyle despite prohibitions
Despite the religious prohibition on alcohol, many Moroccans have changed their lifestyles; thus, the majority of alcohol drinkers no longer care that it is condemned. In addition, the availability of different types of alcohol in supermarkets and some independent food stores enables people to come into direct contact with alcoholic beverages. In the past, going to buy alcohol was considered shameful behaviour, whereas, things have now changed and drinking alcohol is increasingly acceptable.
Tourism a strong factor driving consumption of alcoholic drinks
The number of tourists visiting Morocco is increasing annually. This increase in the number of visitors contributes to growth in alcohol consumption. Thus, a lot of brands are displayed in off-trade and on-trade outlets to satisfy demand from foreign visitors, particularly in hotels, restaurants and bars that tourists frequent. Most importantly, the growth in consumption is very noticeable in tourist regions, such as Marrakech and Agadir.
On-trade promotions encourage the consumption of alcoholic drinks
To attract more customers, some hotels and bars profit from offering entertainment activities and conducting promotions. The activities differ from one hotel to another – but are all ways to help customers enjoy their drinking experience. These outlets are aiming to attract not only foreign consumers, but also locals by offering promotions such as “happy hours”, when a customer buys one beer and the second is free. These promotions usually take place between 19.00hrs and 21.00hrs. However, low and middle income consumers find these promotions a good way to drink as much as possible.
Alcoholic beverages expected to display a good performance over the forecast period
Over the forecast period, alcoholic beverages are expected to continue performing well. A variety of factors will contribute to this expected good performance. The increasing number of consumers drinking and the expected floods of tourists visiting the country will have an impact on the performance of alcoholic drinks. In addition, the increasing number of on-trade and off-trade outlets offering a wide variety of brands to satisfy consumers will contribute to faster growth in this market.
Table of contents
ALCOHOLIC DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued growth in alcoholic drinks consumption in Morocco
Alcoholic drinks are becoming part of Moroccan’s lifestyle despite prohibitions
Tourism a strong factor driving consumption of alcoholic drinks
On-trade promotions encourage the consumption of alcoholic drinks
Alcoholic beverages expected to display a good performance over the forecast period
ALCOHOLIC DRINKS – KEY TRENDS AND DEVELOPMENTS
Free trade agreement between Morocco and EU will encourage consumption
Tourist development to boost sales of hot drinks in the on-trade
Cheap prices behind beer sales
Religious prohibition to drive sales of non-alcoholic beer
Specialist Retailers
Market Merger and Acquisition Activity
APPENDIX
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2005
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2005
Table 3 Selling Margin of a Typical Beer Brand 2006
Table 4 Selling Margin of a Typical Wine Brand 2006
Table 5 Selling Margin of a Typical Spirit Brand 2006
OPERATING ENVIRONMENT
Price Band Methodology
Summary 1 Lager by Price Band 2005
MARKET DATA
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2001-2006
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2001-2006
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2001-2006
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2001-2006
Table 10 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2005
Table 11 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Volume 2006
Table 12 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Value 2006
Table 13 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Volume 2006
Table 14 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Value 2006
Table 15 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2006
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2006-2011
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2006-2011
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2006-2011
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2006-2011
MARKET INDICATORS
Table 21 Retail Consumer Expenditure on Alcoholic Drinks 2001-2006
DEFINITIONS
LOCAL COMPANY PROFILES - MOROCCO
BOURCHANIN & CIE SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bourchanin & Cie SA: Key Facts
Summary 3 Bourchanin & Cie SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
GROUPE DES BRASSERIES DU MAROC SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Groupe des Brasseries du Maroc SA: Key Facts
Summary 5 Groupe des Brasseries du Maroc SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Groupe des Brasseries du Maroc SA: Production Statistics 2005
COMPETITIVE POSITIONING
LES CELLIERS DE MEKNES - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Les Celliers de Meknes: Key Facts
Summary 8 Les Celliers de Meknes: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Les Celliers de Meknes: Production Statistics 2005
COMPETITIVE POSITIONING
BEER IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2001-2006
Table 23 Sales of Beer by Subsector: Total Value 2001-2006
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2001-2006
Table 25 Sales of Beer by Subsector: % Total Value Growth 2001-2006
Table 26 On-trade vs Off-trade Sales of Beer: Volume 2001-2006
Table 27 On-trade vs Off-trade Sales of Beer: Value 2001-2006
Table 28 On-trade vs Off-trade Sales of Beer: % Volume Growth 2001-2006
Table 29 On-trade vs Off-trade Sales of Beer: % Value Growth 2001-2006
Table 30 Beer: Production, Imports and Exports: Total Volume 2001-2005
Table 31 Beer Exports by Country of Destination: Total Volume 2001-2005
Table 32 Beer Exports by Country of Destination: Total Value 2001-2005
Table 33 Beer Imports by Country of Origin: Total Volume 2001-2005
Table 34 Beer Imports by Country of Origin: Total Value 2001-2005
Table 35 Company Shares of Beer by National Brand Owner 2001-2005
Table 36 Company Shares of Beer by Global Brand Owner 2001-2005
Table 37 Brand Shares of Beer 2002-2005
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2006-2011
Table 39 Forecast Sales of Beer by Subsector: Total Value 2006-2011
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2006-2011
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2006-2011
CIDER/PERRY IN MOROCCO
HEADLINES
RTDS/HIGH-STRENGTH PREMIXES IN MOROCCO
HEADLINES
SECTOR DATA
Table 42 Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2001-2006
Table 43 Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2001-2006
Table 44 Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2001-2006
Table 45 Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2001-2006
Table 46 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Volume 2001-2006
Table 47 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Value 2001-2006
Table 48 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Volume Growth 2001-2006
Table 49 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Value Growth 2001-2006
Table 50 RTDs/High-Strength Premixes Production, Imports and Exports: Total Volume 2001-2005
Table 51 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2006-2011
Table 52 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2006-2011
Table 53 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2006-2011
Table 54 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2006-2011
WINE IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Wine by Subsector: Total Volume 2001-2006
Table 56 Sales of Wine by Subsector: Total Value 2001-2006
Table 57 Sales of Wine by Subsector: % Total Volume Growth 2001-2006
Table 58 Sales of Wine by Subsector: % Total Value Growth 2001-2006
Table 59 On-trade vs Off-trade Sales of Wine: Volume 2001-2006
Table 60 On-trade vs Off-trade Sales of Wine: Value 2001-2006
Table 61 On-trade vs Off-trade Sales of Wine: % Volume Growth 2001-2006
Table 62 On-trade vs Off-trade Sales of Wine: % Value Growth 2001-2006
Table 63 Volume Sales of Still Red Wine by Price Segment 2004-2006
Table 64 Volume Sales of Still White Wine by Price Segment 2004-2006
Table 65 Volume Sales of Still Rosé Wine by Price Segment 2004-2006
Table 66 Volume Sales of Other Sparkling Wine by Price Segment 2004-2006
Table 67 Sales of Still Red Wine by Grape/Varietal Type 2004-2006
Table 68 Sales of Still White Wine by Grape/Varietal Type 2004-2006
Table 69 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2006
Table 70 Sales of Still Red Wine by Quality Classification 2001-2006
Table 71 Sales of Still White Wine by Quality Classification 2001-2006
Table 72 Sales of Still Rosé Wine by Quality Classification 2001-2006
Table 73 Wine Production, Imports and Exports: Total Volume 2001-2005
Table 74 Wine Exports by Country of Destination: Total Volume 2001-2005
Table 75 Wine Exports by Country of Destination: Total Value 2001-2005
Table 76 Wine Imports by Country of Origin: Total Volume 2001-2005
Table 77 Wine Imports by Country of Origin: Total Value 2001-2005
Table 78 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2005
Table 79 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2005
Table 80 Brand Shares of Still Light Grape Wine 2002-2005
Table 81 Company Shares of Champagne by National Brand Owner 2003-2005
Table 82 Company Shares of Champagne by Global Brand Owner 2003-2005
Table 83 Brand Shares of Champagne 2003-2005
Table 84 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2005
Table 85 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2005
Table 86 Brand Shares of Other Sparkling Wine 2002-2005
Table 87 Forecast Sales of Wine by Subsector: Total Volume 2006-2011
Table 88 Forecast Sales of Wine by Subsector: Total Value 2006-2011
Table 89 Forecast Sales of Wine by Subsector: % Total Volume Growth 2006-2011
Table 90 Forecast Sales of Wine by Subsector: % Total Value Growth 2006-2011
SPIRITS IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Spirits by Subsector: Total Volume 2001-2006
Table 92 Sales of Spirits by Subsector: Total Value 2001-2006
Table 93 Sales of Spirits by Subsector: % Total Volume Growth 2001-2006
Table 94 Sales of Spirits by Subsector: % Total Value Growth 2001-2006
Table 95 On-trade vs Off-trade Sales of Spirits: Volume 2001-2006
Table 96 On-trade vs Off-trade Sales of Spirits: Value 2001-2006
Table 97 On-trade vs Off-trade Sales of Spirits: % Volume Growth 2001-2006
Table 98 On-trade vs Off-trade Sales of Spirits: % Value Growth 2001-2006
Table 99 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2006
Table 100 Sales of Gin by Premium/Super-premium Split 2004-2006
Table 101 Sales of Vodka by Premium/Super-premium Split 2004-2006
Table 102 Sales of Vodka by Flavoured vs Non-flavoured 2004-2006
Table 103 Spirits Production, Imports and Exports: Total Volume 2001-2005
Table 104 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2005
Table 105 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2005
Table 106 Vodka Production, Imports and Exports: Total Volume 2001-2005
Table 107 Gin Production, Imports and Exports: Total Volume 2001-2005
Table 108 Rum Production, Imports and Exports: Total Volume 2001-2005
Table 109 Liqueurs Production, Imports and Exports: Total Volume 2001-2005
Table 110 Company Shares of Spirits by National Brand Owner 2001-2005
Table 111 Company Shares of Spirits by Global Brand Owner 2001-2005
Table 112 Brand Shares of Spirits 2002-2005
Table 113 Forecast Sales of Spirits by Subsector: Total Volume 2006-2011
Table 114 Forecast Sales of Spirits by Subsector: Total Value 2006-2011
Table 115 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2006-2011
Table 116 Forecast Sales of Spirits by Subsector: % Total Value Growth 2006-2011