Spirits in Algeria

PROSPECTS

Spirits is set to develop over the forecast period

Spirits is projected to see a healthy total volume CAGR over the forecast period. Positive demographic dynamics and growing consumer awareness of emerging types of spirits are set to stimulate sales.

Positive but slower growth projection

As an economic recovery is unlikely in the short term, the forecast period is expected to see slower total volume and value (at constant 2017 prices) CAGRs compared with the review period. Moreover, falling oil prices continue to greatly impact the national income of Algeria.

Whiskies set to shape spirits over the forecast period

Whiskies, the key type of spirits in Algeria, is expected to continue to shape the category over the forecast period, despite growing competition from vodka, among others. Whiskies enjoys high popularity in Algeria and demand is set to sustain strong total volume sales growth.

COMPETITIVE LANDSCAPE

Diageo continues to lead spirits

Diageo remained the leading player in spirits in total volume share terms in 2017. The company offers a wide variety of products and its other blended Scotch whisky brands Johnnie Walker and J&B enjoy high consumer recognition and popularity.

Pernod Ricard Groupe puts pressure on the leader

The second-ranked player, Pernod Ricard Groupe, recorded the fastest total volume share growth in 2017 to consolidate its challenge to Diageo. The company has a strong presence, especially in the off-trade channel, and its brands are familiar to many Algerians.

Concentration drives share consolidation

Algeria’s protectionist trade policies have started to have a notable influence on spirits, which relies exclusively on imports. From 2017, importers are required to make a deposit (120% of the value of the total import bill) at the bank one month before being allowed to import goods.

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