Spirits in Tunisia

PRE-COVID-19 PERFORMANCE

Leading vodka continues to shape the category

Spirits in Tunisia include mainly high-priced imported brands, which are found mainly in the on-trade channel. Imported spirits are famous international brands that are popular amongst consumers.

Liqueurs and white spirits record strong growth

White spirits recorded a dynamic performance in terms of total volume sales growth in 2019, driven by the growth of vodka and English gin. Liqueurs, mainly represented by the Martini brand, also recorded healthy growth, benefiting from strongly rising consumer awareness.

Magro SA maintains its lead with a wide portfolio of strong international brands

Magro SA maintained its leading position in spirits in 2019 due to its wide portfolio of strong international brands, including Johnnie Walker, Absolut, Martini, Smirnoff, Jack Daniel’s and Bacardi, which enjoy strong customer loyalty thanks to their high quality. Magro’s leading position is also the result of it being an exclusive distributor of imported spirits in Tunisia.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of spirits are expected to fall by 15% in 2020 in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Affected products within spirits

On-trade sales are set to record strong double-digit decline in all spirits categories due to the closure of nightclubs, discos and bars due to COVID-19. The decline in disposable income as a result of high and increasing unemployment and the heavy economic toll of the pandemic, along with a fall in tourism inflows, will also strongly impact sales.

Recovery and opportunities

Sales of spirits are expected to recover over the forecast period despite the economic impact of COVID-19, resulting in rising unemployment and lower disposable incomes. This is due to the increased product availability in retail outlets, coupled with the increasingly wide variety of spirits on offer.

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