Market Insights Consumer Alcoholic Drinks

Spirits - Central Africa

Central Africa

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$827.8m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$66.5m in 2024.
Revenue, combined amounts to US$894.3m in 2024.
The revenue, at home is expected to grow annually by 6.57% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$8.58 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 56.8m L by 2024.
Volume, out-of-home is expected to amount to 789.1k L in 2024.
Volume, combined is expected to amount to 57.6m L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.2% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.59L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in Central Africa is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to this positive trajectory. Customer preferences in Central Africa are shifting towards premium and high-quality spirits. As disposable incomes rise and consumers become more discerning, there is a growing demand for luxury spirits such as aged whiskies and premium vodkas. This preference for higher-end products is driven by a desire for status and sophistication, as well as a growing appreciation for the craftsmanship and heritage associated with premium spirits. Trends in the market also play a role in the development of the Spirits market in Central Africa. One notable trend is the increasing popularity of cocktail culture. As more consumers explore and experiment with different cocktail recipes, there is a greater demand for a wide variety of spirits to use as base ingredients. This trend is particularly evident in urban areas, where bars and restaurants are expanding their cocktail menus to cater to the growing interest in mixology. Local special circumstances in Central Africa further contribute to the growth of the Spirits market. For instance, the region is known for its rich cultural heritage and diverse culinary traditions. This creates opportunities for spirits producers to develop unique and localized products that appeal to the local population. By incorporating local ingredients and flavors, spirits companies can tap into the cultural pride and sense of identity that consumers in Central Africa have. Underlying macroeconomic factors also play a role in the development of the Spirits market in Central Africa. Economic growth and stability in the region have led to an increase in disposable incomes, allowing consumers to spend more on luxury goods such as spirits. Additionally, improvements in infrastructure and logistics have made it easier for spirits producers to distribute their products across the region, reaching a larger consumer base. In conclusion, the Spirits market in Central Africa is experiencing growth and development due to changing customer preferences, emerging market trends, local special circumstances, and positive macroeconomic factors. As consumers in the region become more discerning and affluent, there is a growing demand for premium spirits. The popularity of cocktail culture and the region's rich cultural heritage also contribute to the market's growth. Furthermore, economic growth and improved infrastructure support the expansion of the Spirits market in Central Africa.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.