Select Country Report
2025 Developments
Alcoholic drinks in Morocco demonstrated a robust and resilient trajectory in 2025, outperforming much of the Middle East and Africa due to a surge in tourism and a favourable economic climate, as evidenced by real GDP growth of 4% and a total volume of 166 million litres. The market is notably attractive for investment and innovation, given the pronounced shift towards premiumisation in hospitality venues and the rapid expansion of alcohol-free alternatives, which are catalysing both volume and value gains. However, escalating excise duties and persistent inflation are intensifying price sensitivity and deepening the divide between value-driven domestic staples and high-end imported offerings, leaving mid-tier options increasingly marginalised. Brands seeking sustained success should prioritise partnerships with luxury hospitality, invest in flavour and packaging innovation for both premium and nolo products, and respond to polarising consumer behaviour by optimising pack sizes and value engineering, while leveraging omnichannel strategies that accommodate regulatory and cultural constraints in distribution.
USD 2,450
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Morocco 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 Morocco, 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 Morocco 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 Morocco?
- 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 Morocco?
- How are products distributed in Morocco?
- 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?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Morocco
2025 Developments
Key Data Insights
Morocco’S Alcohol Market Growth Is Fuelled by Tourism Recovery and Premiumisation
Beer Maintains Market Leadership as Premium Spirits Gain Ground
Ellegado Redefines Alcohol-Free Wine with Premium Halal Launch
Chart 1 Ellegado launches premium halal non alcoholic wine in Tangier
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Tourism-Led Growth Will Continue as Premiumisation Widens the Value Divide
Beer Will Retain Its Market Leadership as Non-Alcoholic Alternatives Drive Growth
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Bourchanin & Cie Gains Share as Group Des Brasseries Du Maroc Leads
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Licensed Venues Maintain Dominance as Tourism Fuels Premium Sales
Off-Trade Maintains Volume Leadership as On-Trade Drives Premium Value Growth
E-Commerce Faces Limits as Niche and Premium Sales Emerge
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Morocco
Key Data Insights
Beer Summary
Tourism Fuels Premiumisation as Morocco’S Beer Market Balances Value and Volume Growth
Flag Spéciale Maintains Leadership as Lager Dominates Volume Share
Heineken 0.0 Capitalises on Health Focus to Grow Non-Alcoholic Sales
Chart 14 Heineken 0.0 expansion strengthens nonalcoholic beer visibility in Morocco
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Tourism-Driven Growth Will Sustais Beer as Non/Low Alcohol Gains Momentum
Regulatory Constraints Reinforce Premium and On-Trade Growth Strategies
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Groupe Des Brasseries Du Maroc Defends Dominance as Rivals Gain Ground
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Hospitality Venues Sustain Premium Beer Sales through Tourism Links
Licensed Retailers Embrace Digital Platforms to Reach Niche Urban Buyers
Chart 21 Economic Context for Beer
Chart 22 Real Gdp Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Rtds in Morocco
Key Data Insights
Rtds Summary
Tourism and Premium Positioning Drive Modest Recovery in Morocco’S Rtds Market
Smirnoff Ice Expands Access with Smaller Bottles and Lower Entry Cost
Chart 27 Smirnoff Ice demonstrates shrinkflation in Morocco by using compact 27.5 cl bottles.
Suntory -196 Strong Zero Drives Flavour Experimentation and Consumer Curiosity
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Rtds Remain a Niche, Premium Category Despite Modest Forecast Growth
Innovation and Alcohol-Free Formats Create New Opportunities for Rtds
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Bourchanin & Cie Sa Sustains a Dominant Lead as Rivals Struggle to Gain Share
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Hypermarkets and Supermarkets Secure Premium Rtds Sales through Assortment and Compliance
Retail E-Commerce Faces Regulatory and Trust Barriers, Limiting Its Impact on Rtd Sales
Chart 34 Economic Context for Rtds
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Rtds
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Spirits in Morocco
Key Data Insights
Spirits Summary
Tourism and Premium Positioning Shape Morocco’S Evolving Spirits Market
Chart 40 Sahara wins Gold at The Liqueur & Speciality Spirits Masters 2025
Other Spirits Dominate Volume as Rum Emerges as a Fast-Growing Value Option
Shrinkflation and Premiumisation Strategies Reshape Consumer Access and Brand Value
Chart 41 Volume Sales 2020-2030
Chart 42 Volume Sales by Category 2025
Premiumisation and Tourism Focus Will Shape Spirits' Growth as the Mid-Tier Declines
Other Spirits Will Maintain Volume Leadership as Rum Drives Category Growth
Heritage, Hospitality, and Affordability Become Key Spirits Growth Drivers
Chart 43 Forecast Volume Sales 2020-2030
Chart 44 Forecast Volume Sales by Category 2025-2030
Chai Andrieux Maintains Spirits Leadership as Premium Opportunities Remain Niche
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Hypermarkets and Local Grocers Consolidate Reach through Compliance and Assortment
Regulatory Barriers Keep Retail E-Commerce Marginal in Morocco’S Spirits Market
Chart 47 Economic Context for Spirits
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Spirits
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Wine in Morocco
Key Data Insights
Wine Summary
Wine Growth Accelerates as Premiumisation and Heritage Strengthen Morocco’S Market
Local Heritage and Terroir Reinforce Still Light Grape Wine Leadership
Non-Alcoholic Wine Gains Momentum as Innovation Expands Morocco’S Consumer Base
Chart 53 Ellegado launches premium halal non alcoholic wine
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Quality, Heritage, and Alcohol-Free Innovation Will Shape Wine Growth through 2030
Innovation, Sustainability, and Wine Tourism Shape Morocco’S Future Competitiveness
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Les Celliers De Meknès Maintains Leadership as Competition Slowly Broadens
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Modern Retail and Tourism-Led Hospitality Drive Wine Distribution Growth
Online Grocery Drives Premium Wine Sales Despite Regulatory Limits
Chart 60 Economic Context for Wine
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Wine
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
-
- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- 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
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
Share:
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 report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!