Competitive Landscape
Groupe Des Brasseries Du Maroc Defends Dominance as Rivals Gain Ground
Beer in Morocco remained highly concentrated in 2025, with Groupe des Brasseries du Maroc holding a total volume share of 56%. However, concentration has steadily declined from 2020 to 2025, as the leader's share decreased from 65% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Morocco 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.
If you're in the Beer industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Morocco 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 Beer in Morocco?
- Where is consumer demand for Beer 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 Morocco?
- How are products distributed in Morocco?
- 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?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Morocco - Category analysis
Key Data Insights
Beer Summary
Tourism Fuels Premiumisation as Morocco’S Beer Market Balances Value and Volume Growth
Flag Spéciale Maintains Leadership as Lager Dominates Volume Share
Heineken 0.0 Capitalises on Health Focus to Grow Non-Alcoholic Sales
Tourism-Driven Growth Will Sustais Beer as Non/Low Alcohol Gains Momentum
Regulatory Constraints Reinforce Premium and On-Trade Growth Strategies
Groupe Des Brasseries Du Maroc Defends Dominance as Rivals Gain Ground
Hospitality Venues Sustain Premium Beer Sales through Tourism Links
Licensed Retailers Embrace Digital Platforms to Reach Niche Urban Buyers
Alcoholic Drinks in Morocco - Industry Overview
2025 Developments
Key Data Insights
Morocco’S Alcohol Market Growth Is Fuelled by Tourism Recovery and Premiumisation
Beer Maintains Market Leadership as Premium Spirits Gain Ground
Ellegado Redefines Alcohol-Free Wine with Premium Halal Launch
Tourism-Led Growth Will Continue as Premiumisation Widens the Value Divide
Beer Will Retain Its Market Leadership as Non-Alcoholic Alternatives Drive Growth
Bourchanin & Cie Gains Share as Group Des Brasseries Du Maroc Leads
Licensed Venues Maintain Dominance as Tourism Fuels Premium Sales
Off-Trade Maintains Volume Leadership as On-Trade Drives Premium Value Growth
E-Commerce Faces Limits as Niche and Premium Sales Emerge
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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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
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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