Beer is a popular alcoholic drink in Morocco, but the COVID-19 pandemic impacted total volume sales negatively during 2020. The declines in on-trade volume sales were mostly as a result of foodservice outlets being closed during a large portion of the year and the significant reduction in inbound tourists.
Higher taxes that the government imposed on alcoholic drinks during the review period had a negative impact on total volume sales. However, the Moroccan government proposed large increases in beer duty again, 9.
Groupe des Brasseries du Maroc SA continued to dominate the beer landscape in Morocco in 2020, as the company has a monopoly in the country with brands such as La Speciale Flag, Stork, and Casablanca, and it also holds most exclusive rights and licences to sell international beer brands like Heineken. However, the company also had to increase its imports to meet consumer demand at the end of the review period as a result of government taking serious action against illegal alcohol smuggling entering through neighbouring countries.
Over the forecast period, beer is expected to be widely available through various distribution channels and remain easily accessible because it is cheap and popular. Economy lager is expected to post a double-digit total volume CAGR as taxes and economic constraints help strengthen its demand amongst a majority of Moroccans with limited disposable income.
Total volume sales of beer may be impacted by the recent tax increases that affect all alcoholic drinks, leading to an increase in illicit or illegally imported alcoholic drinks. Nevertheless, the Moroccan government appears to be cracking down on illegal imports quite heavily which is likely to stymie these imports.
Although some local and international beers, like the brand Casablanca, are made locally, there are still no signs that the craft beer concept will see any developments in this direction over the forecast period. This is largely due to the abundance of red tape involved in setting up such ventures within the country, which will further discourage companies or other private investors from getting involved in such projects, especially given that there is significant doubt that such projects will succeed in countries such as Morocco.
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This report originates from Passport, our Beer research and analysis database.
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