Executive Summary

Jul 2019
Growth impacted by struggling economy

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.

Increasing use of social media marketing

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 continues to dominate

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 gains popularity

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.

Alcoholic drinks outlook is positive

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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Alcoholic Drinks in Egypt

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Egypt for free:

The Alcoholic Drinks in Egypt market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Egypt?
  • What are the major brands in Egypt?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Egypt

EXECUTIVE SUMMARY

Growth impacted by struggling economy
Increasing use of social media marketing
Al Ahram Beverages continues to dominate
Internet retailing gains popularity
Alcoholic drinks outlook is positive

MARKET BACKGROUND

Legislation
Legal purchasing and drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Egypt

HEADLINES

PROSPECTS

Beer remains Egypt’s leading alcoholic drink due to its price
Flavoured beers fail to perform as expected, while non-alcoholic beer remains popular
Higher growth expected due to economic stabilisation

COMPETITIVE LANDSCAPE

Al Ahram Beverages continues to dominate with its wide portfolio
Marketing initiatives by Al Ahram Beverages maintain its sales
Distribution dominated by food/drink/tobacco specialists

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2013-2018
Table 19 Sales of Beer by Category: Total Value 2013-2018
Table 20 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 29 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Egypt

PROSPECTS

Rtds in Egypt

HEADLINES

PROSPECTS

Spirit-based RTDs continues to dominate
Flavoured beverages are increasingly popular
Positive outlook due to Westernisation

COMPETITIVE LANDSCAPE

Al Ahram Beverages maintains its lead due to product development
No imported brands are available
Off-trade channel dominates distribution

CATEGORY DATA

Table 33 Sales of RTDS by Category: Total Volume 2013-2018
Table 34 Sales of RTDS by Category: Total Value 2013-2018
Table 35 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 36 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 37 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 38 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 39 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 40 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 41 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 42 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 43 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 44 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 45 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 46 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in Egypt

HEADLINES

PROSPECTS

Consumers trade down from imported brands to local alternatives
Off-trade volume growth
Outlook remains negative

COMPETITIVE LANDSCAPE

Domestic brands establish a higher volume share
Duty free shopping
Further focus on event sponsorship for marketing

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2013-2018
Table 49 Sales of Spirits by Category: Total Value 2013-2018
Table 50 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 51 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 57 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 59 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 60 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 62 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 63 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 65 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 66 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 67 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Egypt

HEADLINES

PROSPECTS

Wine seen as fashionable, as Western trends continue to impact consumers
Women and changing behaviour fuel demand
Positive outlook for wine as inflation eases and tourism recovers

COMPETITIVE LANDSCAPE

Al Ahram Beverages dominates due to its price-quality ratio
Focus on social media marketing by Al Ahram Beverages
On-trade leads distribution but off-trade is rising

CATEGORY DATA

Table 69 Sales of Wine by Category: Total Volume 2013-2018
Table 70 Sales of Wine by Category: Total Value 2013-2018
Table 71 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 72 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 73 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 77 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 78 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 82 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 84 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 85 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 87 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 88 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 90 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 91 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 92 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 93 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 94 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 95 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 96 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023