Competitive Landscape
Les Celliers De Meknès Maintains Leadership as Competition Slowly Broadens
The wine market in Morocco remains concentrated in 2025, with the top two companies, Les Celliers de Meknès and Ebertec SA Morocco, together accounting for 47% of total volume. Les Celliers de Meknès alone holds 31%, maintaining a clear lead, though its share has gradually declined from 34% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Morocco?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Morocco?
- How are products distributed in Morocco?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Morocco - Category analysis
Key Data Insights
Wine Summary
Wine Growth Accelerates as Premiumisation and Heritage Strengthen Morocco’S Market
Local Heritage and Terroir Reinforce Still Light Grape Wine Leadership
Non-Alcoholic Wine Gains Momentum as Innovation Expands Morocco’S Consumer Base
Quality, Heritage, and Alcohol-Free Innovation Will Shape Wine Growth through 2030
Innovation, Sustainability, and Wine Tourism Shape Morocco’S Future Competitiveness
Les Celliers De Meknès Maintains Leadership as Competition Slowly Broadens
Modern Retail and Tourism-Led Hospitality Drive Wine Distribution Growth
Online Grocery Drives Premium Wine Sales Despite Regulatory Limits
Alcoholic Drinks in Morocco - Industry Overview
2025 Developments
Key Data Insights
Morocco’S Alcohol Market Growth Is Fuelled by Tourism Recovery and Premiumisation
Beer Maintains Market Leadership as Premium Spirits Gain Ground
Ellegado Redefines Alcohol-Free Wine with Premium Halal Launch
Tourism-Led Growth Will Continue as Premiumisation Widens the Value Divide
Beer Will Retain Its Market Leadership as Non-Alcoholic Alternatives Drive Growth
Bourchanin & Cie Gains Share as Group Des Brasseries Du Maroc Leads
Licensed Venues Maintain Dominance as Tourism Fuels Premium Sales
Off-Trade Maintains Volume Leadership as On-Trade Drives Premium Value Growth
E-Commerce Faces Limits as Niche and Premium Sales Emerge
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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