Before 2017, volume growth in alcoholic drinks was fuelled by the adoption of Western trends by Egyptian consumers, leading to lifestyle changes. However, in 2017 and 2018, rampant price increases limited total volume growth in alcoholic drinks, whilst boosting current value growth.
Al Ahram Beverages continues to lead the way with regard to marketing initiatives. It uses social media, particularly Facebook and Instagram, to promote, advertise and introduce new products.
Al Ahram Beverages remained the leading player in alcoholic drinks in Egypt in total volume terms in 2018. The company is a subsidiary of Heineken NV.
Internet retailing is an effective distribution channel for alcoholic drinks in Egypt. Leading the way are the Drinkies and GoCheers chains, owned by Al Ahram Beverages and Egyptian International Beverage respectively.
The severe economic measures implemented by the government seem to have paid off, with major challenges such as inflation and rising living costs appearing to pass without any political turmoil. The economy is now showing signs of recovery and is growing healthily, along with rising foreign currency reserves and the stabilisation of the exchange rate.
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Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Egypt with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Alcoholic Drinks market research database.