Table of Content

Alcoholic Drinks in Morocco
Euromonitor International
November 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019
Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer
Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2014-2019
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 3 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Beer remains the most highly consumed alcoholic drink in Morocco, with economy lager and non-alcoholic maintaining the highest volume growth rates in 2019
Intensified measures the government initiated in 2018 continue to help protect legitimate players competing against illegal, smuggled beer in 2019
Groupe des Brasseries’ commanding lead in beer is strengthened in 2019 by increased imports and clampdown on smuggling
2020 AND BEYOND
COVID-19 impact
Affected products within beer
Recovery and opportunities
CATEGORY BACKGROUND
Lager price band methodology
Summary 4 Lager by Price Band 2019
CATEGORY DATA
Table 17 Sales of Beer by Category: Total Volume 2014-2019
Table 18 Sales of Beer by Category: Total Value 2014-2019
Table 19 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 20 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 25 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 26 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 28 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 29 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Grape production continues to accelerate in Morocco, where red wine remains the most popular wine and on-trade sales benefit mostly from booming tourism in 2019
Sparkling wine, notably champagne, continues to gain the most traction in Morocco in 2019
Domestic producers continue to increase their volume and value shares in 2019, with Les Celliers de Meknes maintaining the top position in wine
2020 AND BEYOND
COVID-19 impact
Affected products within wine
Recovery and opportunities
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2014-2019
Table 33 Sales of Wine by Category: Total Value 2014-2019
Table 34 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 35 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 41 Sales of Still Ros? Wine by Price Segment: % Off-trade Volume 2014-2019
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 47 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 48 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 49 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 56 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 57 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Push to get more products into the marketplace, along with sponsored events and parties help boost interest and sales of spirits in 2019
Local companies, importers and retailers benefit from steps Moroccan government has taken to curb distribution of illicit spirits in 2019
While Chai Andrieux maintains a significant lead with its popular mahia, Pernod Richard gains ground in 2019 with numerous recognised brands in spirits
2020 AND BEYOND
COVID-19 impact
Affected products within spirits
Recovery and opportunities
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2019
CATEGORY DATA
Table 60 Sales of Spirits by Category: Total Volume 2014-2019
Table 61 Sales of Spirits by Category: Total Value 2014-2019
Table 62 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 63 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 68 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 69 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 70 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 71 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 72 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 73 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 74 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 75 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 76 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 77 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 78 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 79 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024
PROSPECTS
HEADLINES
PRE-COVID-19 PERFORMANCE
Spirit-based RTDs remains the only RTD category present in Morocco, where it continues to see declining volume and value sales in 2019
Young adults comprise the primary base for RTDs, but overall consumer awareness remains low due to limited advertising and the category remains untapped in 2019
Bourchanin & Cie and Bacardi & Co remain the dominant players within RTDs in 2019 on the strength of their wider distribution and strong advertising
2020 AND BEYOND
COVID-19 impact
Affected products within RTDs
Recovery and opportunities
CATEGORY DATA
Table 80 Sales of RTDs by Category: Total Volume 2014-2019
Table 81 Sales of RTDs by Category: Total Value 2014-2019
Table 82 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 83 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 84 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 85 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 86 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 87 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 88 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 89 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 90 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 91 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 92 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 93 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 94 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024