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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Morocco

Nov 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

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.

COVID-19 country impact

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.

Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019

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 remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer

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-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period

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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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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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.

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Alcoholic Drinks in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019

Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer

Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Beer remains the most highly consumed alcoholic drink in Morocco, with economy lager and non-alcoholic maintaining the highest volume growth rates in 2019

Intensified measures the government initiated in 2018 continue to help protect legitimate players competing against illegal, smuggled beer in 2019

Groupe des Brasseries’ commanding lead in beer is strengthened in 2019 by increased imports and clampdown on smuggling

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2019

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2014-2019
Table 18 Sales of Beer by Category: Total Value 2014-2019
Table 19 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 20 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 25 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 26 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 28 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 29 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Grape production continues to accelerate in Morocco, where red wine remains the most popular wine and on-trade sales benefit mostly from booming tourism in 2019

Sparkling wine, notably champagne, continues to gain the most traction in Morocco in 2019

Domestic producers continue to increase their volume and value shares in 2019, with Les Celliers de Meknes maintaining the top position in wine

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Wine by Category: Total Volume 2014-2019
Table 33 Sales of Wine by Category: Total Value 2014-2019
Table 34 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 35 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 47 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 48 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 49 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 56 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 57 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Push to get more products into the marketplace, along with sponsored events and parties help boost interest and sales of spirits in 2019

Local companies, importers and retailers benefit from steps Moroccan government has taken to curb distribution of illicit spirits in 2019

While Chai Andrieux maintains a significant lead with its popular mahia, Pernod Richard gains ground in 2019 with numerous recognised brands in spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2019

CATEGORY DATA

Table 60 Sales of Spirits by Category: Total Volume 2014-2019
Table 61 Sales of Spirits by Category: Total Value 2014-2019
Table 62 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 63 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 68 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 69 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 70 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 71 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 72 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 73 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 74 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 75 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 76 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 77 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 78 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 79 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Morocco

PROSPECTS

Rtds in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Spirit-based RTDs remains the only RTD category present in Morocco, where it continues to see declining volume and value sales in 2019

Young adults comprise the primary base for RTDs, but overall consumer awareness remains low due to limited advertising and the category remains untapped in 2019

Bourchanin & Cie and Bacardi & Co remain the dominant players within RTDs in 2019 on the strength of their wider distribution and strong advertising

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 80 Sales of RTDs by Category: Total Volume 2014-2019
Table 81 Sales of RTDs by Category: Total Value 2014-2019
Table 82 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 83 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 84 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 85 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 86 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 87 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 88 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 89 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 90 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 91 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 92 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 93 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 94 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019

Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer

Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019

Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer

Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Beer remains the most highly consumed alcoholic drink in Morocco, with economy lager and non-alcoholic maintaining the highest volume growth rates in 2019

Intensified measures the government initiated in 2018 continue to help protect legitimate players competing against illegal, smuggled beer in 2019

Groupe des Brasseries’ commanding lead in beer is strengthened in 2019 by increased imports and clampdown on smuggling

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Grape production continues to accelerate in Morocco, where red wine remains the most popular wine and on-trade sales benefit mostly from booming tourism in 2019

Sparkling wine, notably champagne, continues to gain the most traction in Morocco in 2019

Domestic producers continue to increase their volume and value shares in 2019, with Les Celliers de Meknes maintaining the top position in wine

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Push to get more products into the marketplace, along with sponsored events and parties help boost interest and sales of spirits in 2019

Local companies, importers and retailers benefit from steps Moroccan government has taken to curb distribution of illicit spirits in 2019

While Chai Andrieux maintains a significant lead with its popular mahia, Pernod Richard gains ground in 2019 with numerous recognised brands in spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Morocco

PROSPECTS

Rtds in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE