RTDs/high-strength premixes is dominated by spirit-based RTDs. Other areas like wine RTDs and high-strength premixes have not yet been introduced in Egypt.
In 2016, Al Ahram Beverages launched two new products in spirit-based RTDs, Butler’s Gin with lemon and mint and Cubana rum with melon. These two new products, along with the launch of the flavoured Desperados beer, highlight the trend towards flavoured alcoholic drinks in Egypt.
The outlook for RTDs in Egypt remains positive, despite the recent decline in growth, as a result of the Westernisation trend and the fact that more on-trade venues are offering products in this area. Nevertheless, growth over the forecast period will be lower than during the review period due to the impact of price inflation on demand.
Al Ahram Beverages remains by far the leading player in this area in Egypt. The company is investing in marketing to expand its sales share, including the introduction of new products and flavours in order to attract consumers.
In Egypt, only domestically manufactured RTD products are available, with Al Ahram Beverages manufacturing and distributing just three products. Currently, no imported RTD products are available in any on-trade or off-trade distribution channels.
RTD products are widely available via the Drinkies retail chain owned by Al Ahram Beverages, as well as GoCheers, which is owned by Egyptian International Beverages. While the latter manufacturer does not produce RTDs, it still distributes such products.
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This industry report originates from Passport, our Alcoholic Drinks market research database.