Spirits in Cameroon

PROSPECTS

Spirits is anticipated to record a positive total volume CAGR over the forecast period.

Spirits saw reasonable growth over 2017 thanks to a good, albeit small, base of higher-income consumers. Club-goers, business people, expatriates and upper-income people generally drink spirits, particularly whiskies, at home and when going out on the town; as such, spirits is anticipated to record positive volume growth over the forecast period.

Off-trade sales are expected to outperform on-trade sales

The off-trade channel will continue to account for the largest share of total volume and value sales of spirits over the forecast period. This positive performance will be bolstered by the fact that higher-quality imported spirits brands are much more likely to be purchased in supermarkets, hypermarkets and off-licences than they are in on-trade outlets.

COMPETITIVE LANDSCAPE

Diageo leads spirits in 2017

Diageo held the leading volume share in spirits, followed by Fermencam and Westside Distillers. Through its long-established presence and it wide brand portfolio, Diageo has been able to secure a loyal clientele over the years.

Competition intensifies as two new players enter the marketplace

Saprab Sarl and Société Boissons, Vins et Spiritueux (BVS) recently entered the spirits and wine arena in Cameroon. In 2017, they both benefitted from a 2013 private investment incentive scheme that grants investors 5-10 years of tax exemptions.

Cameroon gets its first Scotch whisky bottling plant, whilst Hennessy increases its scope of activities in the country

In 2017, Guinness Cameroon, a subsidiary of Diageo, open Cameroon’s first bottling plant for producing locally made Black & White. This is the first of its kind in Africa and the Scotch whisky bottles first hit the local market towards the end of 2017.

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