Wine in Morocco

PROSPECTS

Good weather and a summer season that fell outside of the religious holiday promote wine growth

In terms of sales volume, wine is the second most consumed alcoholic drink in Morocco after beer. This category recorded positive growth in 2017 due to the shift of the holy months of Chaabane and Ramadan (Hijri Calendar) outside the summer season, which allowed 20 more days of sales in the month of July.

Retail volume sales still increasing over on-trade channels

Off-trade wine volume sales are higher than on-trade volume sales. The availability of wine in off-trade channels is increasing due to the developing supermarket and hypermarket network of the Carrefour Group throughout the country.

Other sparkling wine is the most dynamic category in 2017

Other sparkling wine was the fastest-growing category in 2017 in terms of total volume sales as it is considered an affordable alternative for champagne, especially amongst mid-income individuals. This category also saw new brand entries from local players at moderate unit prices (import tax exemption), which boosted demand over the review period.

COMPETITIVE LANDSCAPE

Les Celliers de Meknes remains the leader in 2017

Les Celliers de Meknes maintained its leading position in wine and grew its volume share in 2017. The company dominates the largest category of domestic wine, has a wide brand portfolio and massive distribution network spreading the products across the entire country.

Domestic wine products lead

Wine in Morocco is mainly represented by domestic products, which continued to hold the largest share of total wine volume sales. The local offer is distinguished by a wide variety of products as the country is divided into five wine-growing regions, with one AOC (Appellation d’Origine Controlée) label received from the French INAO (Institut National de l’origine et de la qualité), and AOG (Appellation d’Origine Garantie) labels for 14 wine-growing areas.

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