2021 witnessed a growth in demand for wine in Egypt due to multiple developments within the category. From new product developments to increasing health awareness, sales were boosted and wine recorded the strongest growth in alcoholic drinks in the year.
Egyptian consumers are constantly looking for higher quality wine. This demand was addressed by the players in market through the introduction of new products that are more premium in nature and also more expensive.
Al Ahram Beverages maintained its clear lead of wine in Egypt in 2021 in total volume terms due mainly to its wide variety of brands in still light grape wine. Its leading Omar Khayyam brand is particularly popular amongst Egyptian consumers due to its good quality and reasonable price compared with other domestically manufactured products.
As a result of the new products introduced and the greater variety of wine types available in the market, wine is expected to witness stronger demand over the forecast period. The recovery of tourism will also drive future category sales in Egypt as international tourists continue to represent an important consumer base for wine.
Rising westernisation in Egypt should also continue to support the growth of wine in the country over the forecast period. Wine consumption is increasingly adopted by Egyptian consumers as middle- and higher income women in particular continue to adopt elements of Western lifestyles such as the consumption of wine.
Over the forecast period, the market is expected to witness newer products that fit into the premium category with a higher price and more premium packaging. This comes in an effort to increase the variety for consumers and provide quality products in a market where purchasing power is high.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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