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2025 Developments
Alcoholic drinks in Tunisia saw volume growth of 2% in 2025, supported by relative price stability, expanded off-trade channels, and companies’ focus on affordable options. The environment remains challenging, with real GDP growth improving to 2% but persistent economic and regulatory headwinds constraining purchasing power and limiting opportunities for premium products. To remain competitive and capture growth, brands should adapt their portfolios to balance aspirational quality with affordability, leverage established domestic heritage, prioritise value innovation, and optimise distribution through both supermarkets and emerging e-commerce platforms. Success will depend on responding to polarised consumer demand, maintaining brand trust, and navigating a tightly regulated landscape that increasingly favours resilient, mass-oriented offerings over premium or novel concepts.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Tunisia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Tunisia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Tunisia?
- How are products distributed in Tunisia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Tunisia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Players Respond to Affordability Pressures by Broadening Affordable Choices
Sonobra Targets Evolving Consumer Demand with New Beer
Consumers Balance Aspiration with Affordability
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Chart 4 Elbeya, a New Domestic Beer Inspired by Tunisian Heritage
Chart 5 Divine Expands Its Liqueur Brand Portfolio
Celtia and Amstel Anchor Mass Demand as Premium Options Decline
La Cave Privée and Carrefour Boost E-Commerce as Friday Bans Persist
Bulgarian and Polish Imports Expand as Companies Target Affordability
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Competitive Landscape for Alcoholic Drinks
Sfbt and Sonobra Cement Dominance as New Launches Sustain Share
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Gains Authorisation to Expand Beer and Spirits Sales
Regulatory Barriers and Price Sensitivity Limit E-Commerce and New Concepts
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Tunisia
Key Data Insights
Beer Summary
Celtia and 619 Strengthen Local Loyalty as E-Commerce Rises
Beck’S Drives Demand for Smaller Packs as Consumers Seek Affordability
La Cave Privée Boosts Online Beer Sales with Lower Prices and Flexibility
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Chart 19 619, a New Tunisian Beer
Chart 20 La Cave Privée Leads Online Beer Sales
Younger Legal-Age Consumers Embrace Affordable Lager as Prices Drive Demand
Non/Low Alcohol Beer to Expand as Health Awareness Rises
Celtia Loyalty and Affordable Innovation Offset Risk of Price Increases
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Sfbt Leverages Multi-Brand Strength to Support Dominance
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Supermarkets Channel Attracts Beer Buyers as Regulations Restrict Traditional Outlets
Chart 25 Economic Context for Beer
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Rtds in Tunisia
Key Data Insights
Rtds Summary
Punch Club Leverages Craft Positioning to Drive Consumer Experimentation
Chart 31 Punch Club - a New Range Offering Several Products
Spirit-Based Innovation Captures Adventurous Drinkers and Reshapes Consumption Habits
Chart 32 Cody’S Vody - a New Ready-To-Drink Product Moving beyond Traditional Hard Seltzers
Slaur Sardet and Others Boost Affordability with Small Pack Launches
Chart 33 Volume Sales 2020-2030
Chart 34 Volume Sales by Category 2025
Exo Mix Leverages Social Media and Retail Reach to Outpace Rivals
Punch Club and Kixxy Fuel Competition and Innovation through New Launches
Retail Development and Slowing Economic Growth Temper Future Demand
Chart 35 Forecast Volume Sales 2020-2030
Chart 36 Forecast Volume Sales by Category 2025-2030
Societe Tunisienne Des Produits Berger Retains Lead as Competition Intensifies
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Supermarkets Channel Expands Alcohol Access to Drive Product Launches
Carrefour and Géant Invest in Online Services but Face Limited Uptake
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Population 2020-2030
Chart 42 Population by Generation 2025
Spirits in Tunisia
Key Data Insights
Spirits Summary
Grey Goose and Belvedere Drive Demand for Smaller Vodka Formats
White Spirits Maintains Strength as Vodka Shifts to Value
Thibarine’S Enduring Heritage Fosters Loyalty Amid Limited Innovation
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
Chart 45 Hunting Lodge Vodka Introduced a 20Cl Bottle in Bars and Restaurants
Chart 46 Thibarine Has Remained Largely Unchanged for More Than Four Decades
Regulatory Pressure and Shifting Demand Drive Value Brands Forward
White Spirits Sustain Lead as Vodka and Whiskies Lose Premium Edge
Heritage Brands Preserve Loyalty as Economic Headwinds Limit Innovation
Chart 47 Forecast Volume Sales 2020-2030
Chart 48 Forecast Volume Sales by Category 2025-2030
Magro Sa Loses Ground as Import Restrictions Ease
Chart 49 Company Shares 2025
Chart 50 Brand Shares 2025
Supermarkets Expands Authorisation and Absorbs Spirits Demand
La Cave Privée and Hypermarket E-Commerce See Limited Traction Online
Chart 51 Economic Context for Spirits
Chart 52 Real Gdp Growth 2020-2030
Chart 53 Inflation 2020-2030
Chart 54 Consumer Context for Spirits
Chart 55 Population 2020-2030
Chart 56 Population by Generation 2025
Wine in Tunisia
Key Data Insights
Wine Summary
Premium Innovation as Consumers Shift to At-Home Occasions
Domaine Shadrapa Redefines Heritage with Impérial Red Launch
Chart 57 Imperial Red, Combining Tradition and Modernity
New Varietals Expand Rosé and White Wine Appeal among Female Consumers
Chart 58 Volume Sales 2020-2030
Chart 59 Volume Sales by Category 2025
Domaine Majerda and Les Vignerons De Carthage Drive Innovation with New Launches and Female-Focused Wines
Imported Premium Wines Gain Ground as Domestic Shortages Persist
Hospitality Expansion and Regulatory Change to Shape Future Wine Distribution
Chart 60 Forecast Volume Sales 2020-2030
Chart 61 Forecast Volume Sales by Category 2025-2030
Les Vignerons De Carthage Leverages Broad Portfolio to Sustain Dominance
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Supermarkets Channel Expands Access as Regulations Reshape Consumer Habits
La Cave Privée Leverages Digital Access and Regulatory Loopholes to Attract Young Buyers
Chart 64 Economic Context for Wine
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Wine
Chart 68 Population 2020-2030
Chart 69 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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-
- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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