11 reports

  • ALCOHOLIC DRINKS IN MOROCCO - INDUSTRY OVERVIEW
  • BOURCHANIN & CIE SA IN ALCOHOLIC DRINKS (MOROCCO)

Alcoholic drinks in Morocco registered a weak performance in 2017 and the consumption of alcohol is expected to slow down considering the negative effect of illicit trade and increasing health awareness in the country. Alcoholic Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level....

  • Alcoholic Drink
  • Morocco
  • Demand
  • BOURCHANIN & CIE SA

Over the forecast period, Bourchanin aims to strengthen its position in alcoholic drinks in Morocco by introducing new products and flavour variants, while also using in-store promotions to increase awareness of and demand for its brands. At the same time, it will continue working to develop closer relationships with small grocery retailers,...

  • Alcoholic Drink
  • Beverage
  • Morocco
  • Demand
  • Bourchanin & Cie SA
  • LES CELLIERS DE MEKNES
  • Summary 1 Full name of company:

While Les Celliers de Meknes will continue working to strengthen its competitive position in Moroccan alcoholic drinks over the forecast period, it will also seek to expand its international presence by investing in the French company Bélvèdere. It acquired a 13% stake in Bélvèdere via its holding company Diana Holding in October 2015. Diana...

  • Alcoholic Drink
  • Wine
  • Morocco
  • Demand
  • Marie Brizard Wine & Spirits group
  • June 2017
  • KEY FACTS

Over the forecast period, Groupe des Brasseries du Maroc aims to strengthen its competitive position in wine and beer in Morocco by launching new products, while also working to improve the quality of its established brands. At the same time, it is expected that the company will invest in the further development of its distribution network,...

  • Alcoholic Drink
  • Beer
  • Morocco
  • Demand
  • Groupe Des Brasseries Du Maroc SA
  • COMPETITIVE POSITIONING

Chained drinks specialist retailer La Clé des Champs is not expected to expand its outlet coverage in Morocco through the opening of more Nicolas outlets. The company has been cautious in the past because consumer behaviour in Morocco is significantly shaped by religious beliefs. In fact, Moroccans tend to be less keen on shopping for alcohol...

  • Alcoholic Drink
  • Non-Store Retail
  • Morocco
  • Demand
  • Market Competition
  • ALCOHOLIC DRINKS IN MOROCCO - INDUSTRY OVERVIEW
  • Alcoholic Drinks Records A Weak Performance in 2017

Spirits is a small category in terms of total volume sales of alcoholic drinks in Morocco. 2017 saw the category stagnate in total volume terms, negatively affected by the black market, which posted a high level of growth during the year. The informal channels of the black market offer contraband and smuggled products, especially from Sebta...

  • Alcoholic Drink
  • Spirits
  • Morocco
  • Demand

Wine in Morocco

800 912 710
  • ALCOHOLIC DRINKS IN MOROCCO - INDUSTRY OVERVIEW
  • Alcoholic Drinks Records A Weak Performance in 2017

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. The summer season is a period of high...

  • Alcoholic Drink
  • Wine
  • Morocco
  • Demand
  • ALCOHOLIC DRINKS IN MOROCCO - INDUSTRY OVERVIEW
  • TAXATION AND DUTY LEVIES

RTDs/high-strength premixes is the smallest alcoholic drinks category in Morocco, only represented by spirit- based RTDs with a very limited brand portfolio. These products appeal mainly to young consumers but have very low consumer awareness in general. Spirit-based RTDs are expected to continue decreasing over the forecast period. RTDs/High-Strength...

  • Alcoholic Drink
  • Beverage
  • Morocco
  • Demand
  • Trade

Beer in Morocco

800 912 710
  • ALCOHOLIC DRINKS IN MOROCCO - INDUSTRY OVERVIEW
  • BOURCHANIN & CIE SA IN ALCOHOLIC DRINKS (MOROCCO)

Beer has continued to decline in Morocco in 2017, with a drop in total volume sales. This category is mainly represented by domestic brands; therefore, the domestic lager dominance is driving saturation in a category that is experiencing rising awareness of international brands and changing consumer behaviour. The restrictive Moroccan legislation...

  • Alcoholic Drink
  • Beer
  • Lager
  • Morocco
  • Demand
  • Moroccan Alcoholic Drinks Market Performs Poorly Throughout the Review Period
  • Black Market Trade in Alcoholic Drinks Remains High in Morocco

Total cider/perry volume sales remained negligible in Morocco at the end of the review period. This was due to low consumer awareness and weak distribution of this product type. Euromonitor International’s Cider/Perry in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides...

  • Alcoholic Drink
  • Beverage
  • Morocco
  • Demand
  • Trade

Market Definition The market data includes gin, geneva, liqueurs, cordials, rum, tafia, bourbon, scotch, blended and other whiskeys, vodka, rectified spirit, concentrates of alcoholic beverages, brandy, tequila, liquors and other spirits.

  • Alcoholic Drink
  • Spirits
  • Morocco
  • Demand
  • Market Size