Alcoholic
Alcoholic Drinks

Alcoholic Drinks in Morocco

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: 139  |  Publication date: Mar 2009
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GBP1190.00

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  • Get insight into trends in market performance
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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Tourism and expatriates continue to drive healthy growth

Morocco’s population is almost entirely Muslim. While this is not to say that Moroccans do not drink alcohol, it does limit the domestic market for alcoholic drinks. Sales of wine and spirits, and to a lesser extent beer, rely heavily on consumption by tourists and expatriates. The steady growth in the number of tourists means continuous growth for the alcoholic drinks industry. Fuelled by tourist demand, TV and billboard advertising of alcoholic drinks has emerged throughout Morocco and these products are becoming increasingly available through both the on-trade and off-trade channels.

Beer continues to drive sales growth

Beer is still the most popular alcoholic drink in Morocco, largely because it is less expensive than other alcoholic drinks, such as wine, and is more widely available. As wine is more expensive than beer and is mostly found in on-trade outlets, it still lags behind beer in terms of consumption and sales. In the on-trade channel, wine is more accessible to upper-middle-class consumers who can afford it and it is only found in upscale restaurants. The wide consumption and availability of beer coupled with strong advertising by leading players such as Groupe des Brasseries du Maroc SA is fuelling the sales growth of beer and the industry as a whole.

Domestic players lead

Groupe des Brasseries du Maroc remains by far the largest producer and distributor of alcoholic drinks in Morocco. The company’s sales grew significantly in 2007 thanks to its efficient in-store promotional campaigns and long-standing presence in the market. The company also benefits from its strong presence within the most established category, beer, through La Speciale Flag, the most popular beer brand in Morocco. Les Celliers de Meknes is the second ranked player overall, owing to its leading position in wine. The fact that domestic companies dominate total volume shares prevents multinational players from entering alcoholic drinks in Morocco.

Off-trade channel leads volume sales, while the on-trade channel leads value sales

The off-trade channel accounted for the majority of volume sales in 2008. Led by supermarkets/hypermarkets, off-trade is the main distribution channel for alcoholic drinks, partly due to extensive in-store promotions and a wide product selection. The lower prices offered by retailers makes these products more affordable to middle- and low-income consumers and helps to explain the high volume sales in the off-trade channel. The on-trade channel continues to lead in terms of value sales, due to the high price of alcoholic drinks sold in foodservice outlets, which are often frequented by higher-income Moroccan consumers, tourists and expatriates.

Positive growth expected over the forecast period

Volume and value sales of alcoholic drinks are expected to continue growing, due to the rise in the number of tourists, as Morocco is increasingly becoming a hub for international tourism. Also, the rising influence of Westernisation trends should have a positive impact on sales of alcoholic drinks, as more and more Moroccan consumers try to emulate Western lifestyles.

Table of contents

ALCOHOLIC DRINKS IN MOROCCO : MARKET INSIGHT

EXECUTIVE SUMMARY

KEY TRENDS AND DEVELOPMENTS

The expatriate community provides the backbone of the alcoholic drinks industry

Rising disposable income and more inbound tourists boost sales

The expansion of the retail distribution network leads to higher sales

Unbranded products and Islam’s prohibition of alcohol limits sales growth

More women consume alcoholic drinks

Specialist Retailers

Summary 1 Leading Specialist Retailers 2007

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 (La Speciale Flag)

Table 4 Selling Margin of a Typical Wine Brand 2008 (Bonassia)

Table 5 Selling Margin of a Typical Spirit Brand 2008 (Johnnie Walker Red Label)

OPERATING ENVIRONMENT

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 2 Research Sources

LOCAL COMPANY PROFILES - MOROCCO

BOURCHANIN & CIE SA - ALCOHOLIC DRINKS - MOROCCO

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Bourchanin & Cie SA: Key Facts

Summary 4 Bourchanin & Cie SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Bourchanin & Cie SA: Competitive Position 2007

GROUPE DES BRASSERIES DU MAROC SA - ALCOHOLIC DRINKS - MOROCCO

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Groupe des Brasseries du Maroc SA: Key Facts

Summary 7 Groupe des Brasseries du Maroc SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Groupe des Brasseries du Maroc SA: Competitive Position 2007

LES CELLIERS DE MEKNES - ALCOHOLIC DRINKS - MOROCCO

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Les Celliers de Meknes: Key Facts

Summary 10 Les Celliers de Meknes: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Les Celliers de Meknes: Competitive Position 2007

BEER IN MOROCCO

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 12 Lager by Price Band 2008

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

RTDS/HIGH-STRENGTH PREMIXES IN MOROCCO

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

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 MOROCCO

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

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 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 70 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 72 Sales of Still Red Wine by Quality Classification 2003-2008

Table 73 Sales of Still White Wine by Quality Classification 2003-2008

Table 74 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 75 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 76 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 77 Wine Exports by Country of Destination: Total Value 2002-2007

Table 78 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 79 Wine Imports by Country of Origin: Total Value 2002-2007

Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 82 Brand Shares of Still Light Grape Wine 2004-2007

Table 83 Company Shares of Champagne by National Brand Owner 2004-2007

Table 84 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 85 Brand Shares of Champagne 2004-2007

Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 88 Brand Shares of Other Sparkling Wine 2004-2007

Table 89 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 90 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 91 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 92 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 93 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN MOROCCO

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky price band methodology

SECTOR DATA

Table 96 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 97 Sales of Spirits by Subsector: Total Value 2003-2008

Table 98 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 99 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 100 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 101 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 104 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 105 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 106 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 107 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 108 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 109 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 110 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 111 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 112 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 113 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 114 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 115 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 116 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 117 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 118 Tequila Production, Imports and Exports: Total Volume 2002-2007

Table 119 Liqueurs Production: Total Volume 2002-2007

Table 120 Other Spirits Production: Total Volume 2002-2007

Table 121 Company Shares of Spirits by National Brand Owner 2003-2007

Table 122 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 123 Brand Shares of Spirits 2004-2007

Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 125 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013

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