Spirits in Cameroon

PROSPECTS

Imported brands to continue to characterise spirits

Imported brands are anticipated to remain the most popular spirits over the forecast period, with consumers remaining loyal to premium, high-quality brands which they regard as superior in both flavour and ingredients.

Domestic players attempt to boost awareness and availability

Domestic companies devised strategies to improve volume sales of spirits in 2018. Organisations such as Promodist Cameroun are assisting small- and medium-scale distilleries in various areas of Cameroon to repackage products in more attractive bottles.

Contraband sales set to increase due to government reforms of excise duties

Contraband sales of spirits are set to boom over the forecast period as the government is proposing to raise excise duties on spirits. Contraband already represents a significant issue for legitimate spirits sales and the increase in excise duties will lead to higher unit prices.

COMPETITIVE LANDSCAPE

Diageo increases product diversity by introducing Guinness Triple Black spirit

Diageo introduced Guinness Triple Black spirit in July 2018, boasting a unique blend of three flavours in addition to coffee and hops. It has a 30% alcohol by volume content and it is promoted on social media, as well as in off-trade and on-trade outlets.

Local distilleries boost competition

Local distilleries attempted to boost sales by repackaging their products and expanding distribution into new and un-chartered territories, aided by groups such as Promodist Cameroun, which assists small- to medium-sized distilleries to repackage their products to improve product positioning. Brands such as Relax, Empire and Signature, which were previously offered in sachets are now available in attractive glass bottles, while some distilleries have expanded their distribution to Douala and Yaoundé.

Spirits characterised by imported brands

Imported spirits brands continued to characterise spirits in 2018 due to their quality product offerings, consumer loyalty and well-established brand presence. Consumers trust the quality of spirits imported by Diageo as the brands offer a guarantee of quality.

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