Wine in Morocco

PROSPECTS

Wine to continue recording positive growth

Over the forecast period, wine is expected to record positive growth in both value and volume terms. This is thank to the fact that the month of Ramadan will no longer fall in the summer time, especially in July and August, which account for almost 70% of the total annual consumption of alcohol in the country.

Still red wine will continue to dominate sales of wine over the forecast period

Over the forecast period, still red wine is expected to continue leading sales of wine in Morocco in terms of value and volume. This is mainly because still red wine remains the most popular and preferred type of wine for Moroccans, especially middle-aged people.

Champagne will remain popular over the forecast period

Champagne is still very popular in Morocco as more than 350,000 bottles on average are consumed annually. Although champagne is very expensive in Morocco, it is widely sold through the on-trade, especially in nightclubs.

COMPETITIVE LANDSCAPE

Les Celliers de Meknes leads wine sales in Morocco

Les Celliers de Meknes led wine in Morocco in terms of value and volume sales in 2018. The company has been operating in this product category for a long period of time and succeeded in building a strong and lasting relationship with local consumers.

Local wine is still outperforming international brands

Local brands, especially from Les Celliers De Meknes, which are leading sales in value and volume terms, offer very high quality and also a wide range of products to consumers from all income groups. Moreover, domestic products are leading in the country and account for the majority of products on the market, both off-trade and on-trade.

Marketing is still very limited

Marketing of wine products in Morocco is still very restricted and limited, as in other categories of alcoholic drinks. Most marketing is conducted through social media or through online retailers, where companies can include a description of and more pictures about their products.

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