Spirits continued to struggle in 2021, with total volume sales shrinking by 4%. Weak disposable incomes continued to be the major barrier to greater consumption, a situation exacerbated by the closure of borders which led to a sharp drop in tourist arrivals.
Other spirits was the most dynamic performer in the category in 2021, despite total volume sales falling by 3%. Other spirits are mainly comprised of the local drink Mahia, which is made from fermented figs and dates.
Most spirits available in Morocco are expensive and remain unaffordable to many local consumers, who opt for more affordable beer or wine or unbranded local Mahia. While more affluent consumers prefer to purchase spirits from duty free shops when they travel, off-trade targets a different segment of the population mostly comprised of mid- and lower-income consumers who are extremely price conscious.
Whiskies is another most popular type of spirit in Morocco, with some consumers preferring to drink famous spirits with foreign brand names as a sign of prestige and kudos. Whiskies tend to be consumed in hotels, bars and nightclubs.
Over the review period, flavoured vodka continued to gain in popularity in Morocco, to hold a 46% total volume share of vodka in 2021. Flavoured vodka is designed to make consumption easier without needing to mix the spirit with lemonade or fruit juice as is the case with non-flavoured vodka.
Unlike beer and wine, spirits is fairly fragmented. Aside from local leader Chai Andrieux, all other players are importers with much lower total volume share.
The overall size of spirits in Morocco is relatively small because of the limited penetration and low quality available, with the category dominated by the affordable domestic spirit Mahia. On the other hand, imported spirits remain out of reach for the mass consumer base because of their high prices.
Due to a number of factors, Mahia is anticipated to continue leading demand for spirits over the forecast period in Morocco. The most significant growth driver is price, which makes this spirit affordable to different segments of consumers.
A proliferation of flavoured and economy-positioned spirits will continue to generate greater consumer interest, to the benefit of vodka. Flavoured vodka may be consumed on its own or in a mixed drink.
As witnessed during the review period, the lifting of import tariffs following the Brexit deal led to a massive influx of brands of whiskies and gin from the UK. Considering that spirits from countries with free trade agreements with Morocco are exempt from customs duties, most importers will seek to introduce a wider range of brands at affordable prices, since the high price is the main hindrance curtailing greater acceptance of whiskies and gin.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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