Competitive Landscape
Bourchanin & Cie Sa Sustains a Dominant Lead as Rivals Struggle to Gain Share
The RTDs is highly concentrated, with Bourchanin & Cie SA accounting for 91% of total volume share in 2025 and Bacardi & Co Ltd holding 8%. From 2020 to 2025, the share held by Bourchanin & Cie SA fluctuated slightly but remained above 89%, and the overall competitive structure has not shifted towards fragmentation.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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 RTDs 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 RTDs 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 RTDs in Morocco?
- Where is consumer demand for RTDs 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?
Rtds in Morocco - Category analysis
Key Data Insights
Rtds Summary
Tourism and Premium Positioning Drive Modest Recovery in Morocco’S Rtds Market
Smirnoff Ice Expands Access with Smaller Bottles and Lower Entry Cost
Suntory -196 Strong Zero Drives Flavour Experimentation and Consumer Curiosity
Rtds Remain a Niche, Premium Category Despite Modest Forecast Growth
Innovation and Alcohol-Free Formats Create New Opportunities for Rtds
Bourchanin & Cie Sa Sustains a Dominant Lead as Rivals Struggle to Gain Share
Hypermarkets and Supermarkets Secure Premium Rtds Sales through Assortment and Compliance
Retail E-Commerce Faces Regulatory and Trust Barriers, Limiting Its Impact on Rtd Sales
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:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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