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Learn moreNov 2020
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Throughout the review period and until 2019, just prior to the onset of the COVID-19 pandemic, the alcoholic drinks market in Morocco recorded total volume declines annually in every category except for wine and spirits. As beer remains by far the most popular alcoholic drink in the country, declines in that category had the most negative impact on the market, although steep declines in premium lager and moderately deep declines in the largest (mid-priced) lager segment were mitigated by consistently strong demand for economy lager between 2015 and 2019.
A lockdown was introduced in Morocco on 20 March, with only one person per family allowed to leave their home for a list of very limited purposes – buying groceries or medicine and medical visits. People working in key jobs such as bankers, pharmacists, healthcare workers or grocery store employees were still able to leave their homes.
In recent years the Moroccan government has taken strong and effective steps to boost local production as well as to serve the interest of Morocco’s host of legitimate producers, importers and retailers of alcoholic drinks. Distribution and tourism are continuously improving in the country, where an increase in local production was expanding and diversifying to cover more local demand in 2019.
Groupe des Brasseries du Maroc remained the leading player in alcoholic drinks in Morocco in 2019, where it leads in beer and ranks third in wine. Its beer brands are owned at the GBO level by major French beverage company Castel Groupe (also France’s largest wine producer, which has hundreds of hectares of vineyards in Morocco and elsewhere in Africa).
Post-COVID-19, when tourism resumes and both on- and off-trade venues and social/cultural occasions return to normal following the pandemic-related travel restrictions and lockdowns, volume and value sales of alcoholic drinks overall are set to rise incrementally for the rest of the forecast period. Volume sales will see a decline, but the CAGR will be an improvement over the review period CAGR, whereas the value CAGR – while positive – will be slower than it was from 2014-2019, brought down by lower unit prices for beer.
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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:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.