Select Country Report
2025 Developments
Alcoholic drinks in Jordan in 2025 demonstrated resilience despite a modest contraction in total volume, with total sales reaching 17.5 million litres and value advancing to JOD376 million, underpinned by an evident consumer preference for premium offerings and trusted brands. The landscape is shaped by a combination of factors, including the rapid rise of e-commerce, regulatory constraints on distribution, the prominence of heritage-driven product innovation, and a consolidating competitive environment led by a small number of dominant players. The environment remains attractive for brands capable of leveraging local cultural identity, digital access, and international prestige, particularly as younger consumers and growing tourist inflows drive future demand and support premiumisation, even as broader global trends reflect flat or declining consumption rates.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Jordan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Jordan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Jordan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Jordan?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Jordan?
- How are products distributed in Jordan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Jordan
2025 Developments
Key Data Insights
Carakale Leverages Local Heritage to Build Premium Appeal
Chart 1 Players Focus on Heritage
E-Commerce Transforms Access and Discretion for Alcohol Buyers
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Young Consumers of Legal Drinking Age and Tourists Fuel Long-Term Sales Recovery
Beer to Retain Dominance as Spirits Accelerate through Premiumisation
E-Commerce Transforming Access as Social Sensitivities Persist
Chart 4 E-Commerce Expands Access
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Eagle Distilleries Expands Reach through Acquisition and Brand Strength
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Licensing Restrictions Keep Liquor Stores at the Forefront of Sales
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Operating Environment
Chart 9 Economic Context for Alcoholic Drinks
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Alcoholic Drinks
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Beer in Jordan
Key Data Insights
Beer Summary
Shift Away From Non Alcoholic Beer Impacts Overall Sales
Amstel Maintains Lead as Carakale Drives Premium Interest
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Hotels and Bars Shape Demand as Urban and Tourist Hubs Lead Consumption
Mainstream Lager to Retain Dominance as Value and Tradition Appeal Endures
Craft Brewers and Value Brands Navigate Polarisation
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Chart 19 Heritage Boosts Appeal
Barbican and Amstel Maintain Dominance
Chart 20 Company Shares 2025
Chart 21 Brand Shares 2025
Liquor Stores Secure Exclusivity through Regulatory Restrictions
Chart 22 Economic Context for Beer
Chart 23 Real Gdp Growth 2020-2030
Chart 24 Inflation 2020-2030
Chart 25 Consumer Context for Beer
Chart 26 Population 2020-2030
Chart 27 Population by Generation 2025
Rtds in Jordan
Key Data Insights
Rtds Summary
Coppa Drives Bar-Quality Experiences as Rtds Shift to Premium At-Home Occasions
Chart 28 Coppa Introduces Bar-Quality Cocktails
Chart 29 Volume Sales 2020-2030
Chart 30 Volume Sales by Category 2025
Price-Sensitive Consumers Shift to Spirits and Beer
E-Commerce Adoption Accelerates Discreet and Convenient Purchasing
Chart 31 Forecast Volume Sales 2020-2030
Chart 32 Forecast Volume Sales by Category 2025-2030
Zig Zag Secures Loyalty by Blending Spirits with Energy Drinks
Chart 33 Company Shares 2025
Chart 34 Brand Shares 2025
Liquor Stores Retain Exclusivity as Regulations Shape Access
Chart 35 Economic Context for Rtds
Chart 36 Real Gdp Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Consumer Context for Rtds
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Spirits in Jordan
Key Data Insights
Spirits Summary
Chart 41 Heritage Positioning Boosts Spirits’ Appeal
Johnnie Walker and Arak Haddad Strengthen Appeal with Heritage Focus
White Spirits Lead Sales as Value Brands Widen Their Reach
Kaasak, Getspiritz and Myfyxx Expand Access through E-Commerce
Chart 42 Volume Sales 2020-2030
Chart 43 Volume Sales by Category 2025
Interest in Spirits Set to Continue Growing among Young Adults
Digital Convenience and Tourism Reshape Purchasing Behaviour
Chart 44 Forecast Volume Sales 2020-2030
Chart 45 Forecast Volume Sales by Category 2025-2030
Eagle Distilleries and Diageo Extend Lead through Brand Strength and Accessibility
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Licensed Liquor Stores Secure Exclusive Access through Regulatory Controls
Chart 48 Economic Context for Spirits
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Spirits
Chart 52 Population 2020-2030
Chart 53 Population by Generation 2025
Wine in Jordan
Key Data Insights
Wine Summary
Majöra Wine Bar Captures Premium Demand as Tourism Rebounds
Still Light Grape Wine Leads on Volume as Heritage Brands Target Authenticity
Haddad Estates Leverages Heritage to Boost Wine Tourism and Premium Sales
Chart 54 Haddad Estate Celebrates 50Th Anniversary
Chart 55 Volume Sales 2020-2030
Chart 56 Volume Sales by Category 2025
Specialist Wine Bars and Hotel Programmes Attract Premium Tourist Demand
Still Light Grape Wine Maintains Volume Leadership as Sparkling Wine Accelerates
Chart 57 Forecast Volume Sales 2020-2030
Chart 58 Forecast Volume Sales by Category 2025-2030
Absence of Major Brands or Share Shifts Defines the Current Landscape
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Food/Drink/Tobacco Specialists Drive Premium Sales through Expertise and Access
Online Platforms Expand Reach but Remain a Niche Convenience for Urban Buyers
Chart 61 Economic Context for Wine
Chart 62 Real Gdp Growth 2020-2030
Chart 63 Inflation 2020-2030
Chart 64 Consumer Context for Wine
Chart 65 Population 2020-2030
Chart 66 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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