In 2022, there was a huge rise in demand, which the FIFA World Cup generated in the country. With over three million football fans visiting in November and December, all alcoholic drinks benefited from a sudden surge in consumption.
In 2022, alcoholic drinks is seeing a recovery in volume sales following the destruction caused by the COVID-19 pandemic in 2020 and 2021. One of the main factors supporting this has been the country hosting the 2022 FIFA World Cup which brought in millions of tourists from all over the world.
Qatar is a conservative Islamic country and only allows access to alcoholic drinks to non-Muslims. Access is heavily restricted and alcohol is widely regarded as haram (forbidden by Islamic law).
Alcohol is relatively expensive in Qatar due to strict regulations and limited availability. For example, a case of Budweiser in 2022 costs QAR188 (USD58).
Despite QDC being the only off-trade channel in the country, it also offers online shopping through a special portal that requires logging in using alcohol permit credentials in order to navigate through the available products. Products are either delivered to a place of residence or placed at one of the pick-up hotels.
During the FIFA World Cup in 2022, there were a series of legislations both introduced and overlooked in order to control the situation better when it came to the consumption of alcohol. For example, alcohol was only permitted in certain bars, pubs, hotels, and fan zones.
There were no notable changes to Qatar’s tax regime during the 2021 or 2022 that would have any serious impact on the country’s alcoholic drinks industry. However, the anticipated introduction of VAT is likely to have an impact on prices and cost of purchasing alcohol for individuals.
As with most consumer goods industries in Qatar, the forecast period is expected to see sales of alcoholic drinks continue to benefit from increased investment in digital technology, with the increasing interest in e-commerce and the greater focus on digital marketing likely to drive sales across the channel. While demand will e-commerce increased dramatically towards the end of the review.
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Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks research and analysis database.
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