Spirits in Morocco

PROSPECTS

Spirits is set to record modest growth over the forecast period

Spirits in Morocco was still recovering slowly in 2018, which is expected to continue over the forecast period. This is thanks to the flourishing tourism industry in the country and also to the fact that the month of Ramadan will not fall in summer time over the forecast period.

Illegal sales are shrinking

Over the forecast period, illegal sales of spirits are expected to shrink. Illegal and smuggled products in Morocco are very common and account for around 10% of total volume sales.

Imported brands will remain the most popular

Over the forecast period, imported brands, which currently more or less dominate spirits in Morocco, will continue to hold a similar position. This is mainly because there are still no local companies producing local spirits.

COMPETITIVE LANDSCAPE

Chai Andrieux remains the leading company in spirits in 2018

Chai Andrieux is very active in mahia rabi amrane under other spirits. The company holds the biggest volume share in this category mainly because it offers very cheap products compared to the competition.

Competition is fierce in spirits

Unlike beer, in which Groupe des Brasseries du Maroc holds a monopoly in terms of distribution and production, spirits houses a greater number of players that are competing fiercely in order to maintain or grow their sales share. Spirit is still struggling with illicit sales and companies are therefore competing to capture more legal sales through various strategies.

Event sponsoring

In Morocco, there is a growing focus from companies and distributors of alcoholic drinks on event sponsoring. This is mainly because public advertising is still prohibited for alcoholic drinks and thus companies tend to advertise in various creative ways, including sponsoring social events and gatherings and also parties in popular nightclubs.

Files are delivered directly into your account within a few minutes of purchase.