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.
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 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.
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.
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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This industry report originates from Passport, our Alcoholic Drinks market research database.