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Alcoholic Drinks in
Morocco

Country Report

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Executive Summary

Jul 2019
Alcoholic drinks continues to recover in 2018

The alcoholic drinks market in Morocco recorded sales declines in every year of the review period. After Marjane, the leading hypermarkets/supermarkets chain in Morocco, stopped selling alcohol in all of its stores in the country, the availability of alcoholic drinks decreased and many people found it hard to get their preferred alcoholic drink.

The government is taking serious action against illicit trade

Many companies and retailers that are operating in the alcoholic drinks industry in Morocco are paying very high taxes on their sales. In order to protect them and to be fair, in 2018 the government was taking very serious action against illicit traders of alcohol, which mainly enters the country through Ceuta and Mellilia (Spain).

Groupe des Brasseries du Maroc leads sales in 2018

Groupe des Brasseries du Maroc is the leading player in alcoholic drinks in Morocco. This is mainly because this company is part of one of the biggest holding groups in the country, Al Mada.

Off-trade remains the biggest channel for alcoholic drinks volume sales

Volume sales of alcoholic drinks recorded in off-trade channels remained higher than those in on-trade channels in 2018 due to an affordable average unit price and wide product availability. Off-trade volume sales also continued to perform better than on-trade sales in 2018.

Alcoholic drinks market to continue recovering over the forecast period

After the decline in sales of alcoholic drinks across various categories in Morocco due to high taxes, Ramadan, which falls during the summer period, and the closure of all alcohol sales points in Marjane stores across the country, the market started to show signs of recovery at the end of the review period, thanks to the flourishing tourism industry, taxes being kept static and also the shrinking illicit market, which represents around 10% of total volume sales in Morocco. Over the forecast period, the alcoholic drinks market is expected to continue its recovery in both value and volume sales.

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Alcoholic Drinks in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Morocco 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 Morocco, 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 Morocco for free:

The Alcoholic Drinks in Morocco 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 Morocco?
  • What are the major brands in Morocco?
  • 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 Morocco

EXECUTIVE SUMMARY

Alcoholic drinks continues to recover in 2018
The government is taking serious action against illicit trade
Groupe des Brasseries du Maroc leads sales in 2018
Off-trade remains the biggest channel for alcoholic drinks volume sales
Alcoholic drinks market to continue recovering over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal 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

Table 2 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 3 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Beer in Morocco

HEADLINES

PROSPECTS

Beer is recovering in Morocco
Illegal sales are shrinking, which will benefit legal sales
Craft beer in Morocco

COMPETITIVE LANDSCAPE

Groupe des Brasseries du Maroc leads beer in Morocco
Light beer is a growing trend
Domestic lager leads sales

CATEGORY BACKGROUND

Lager price band methodology
Summary 2 Lager by Price Band 2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Morocco

PROSPECTS

Rtds in Morocco

HEADLINES

PROSPECTS

RTDs is set to record a decline over the forecast period
No change expected
Strong competition from home-made cocktails

COMPETITIVE LANDSCAPE

Bourchanin & Cie SA is still dominating RTDs in Morocco
Availability of RTDs remains negligible
Bacardi & Co Ltd is the second largest key player

CATEGORY DATA

Table 34 Sales of RTDS by Category: Total Volume 2013-2018
Table 35 Sales of RTDS by Category: Total Value 2013-2018
Table 36 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 37 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 38 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 43 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 44 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 45 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 46 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 47 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in Morocco

HEADLINES

PROSPECTS

Spirits is set to record modest growth over the forecast period
Illegal sales are shrinking
Imported brands will remain the most popular

COMPETITIVE LANDSCAPE

Chai Andrieux remains the leading company in spirits in 2018
Competition is fierce in spirits
Event sponsoring

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2018

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 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 Morocco

HEADLINES

PROSPECTS

Wine to continue recording positive growth
Still red wine will continue to dominate sales of wine over the forecast period
Champagne will remain popular over the forecast period

COMPETITIVE LANDSCAPE

Les Celliers de Meknes leads wine sales in Morocco
Local wine is still outperforming international brands
Marketing is still very limited

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