Market Insights Consumer Alcoholic Drinks

Spirits - Jordan

Jordan

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$55.7m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$12.8m in 2024.
Revenue, combined amounts to US$68.5m in 2024.
The revenue, at home is expected to grow annually by 1.21% (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$4.89 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 4,414.0k L by 2024.
Volume, out-of-home is expected to amount to 336.4k L in 2024.
Volume, combined is expected to amount to 4,750.0k L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.5% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.39L 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 Jordan has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Jordan, there has been a shift in customer preferences towards premium and high-quality spirits. Consumers are becoming more knowledgeable about different types of spirits and are willing to pay a premium for brands that offer unique flavors and experiences. This trend is driven by a desire for sophistication and a growing interest in mixology and cocktail culture. Additionally, there is a growing demand for healthier and more natural options, leading to an increase in the consumption of craft spirits and organic products.

Trends in the market: One of the key trends in the spirits market in Jordan is the rise of local craft distilleries. These distilleries produce small-batch spirits using locally sourced ingredients, offering consumers a taste of Jordanian culture and traditions. This trend is driven by a desire for authenticity and a growing interest in supporting local businesses. Craft distilleries are also capitalizing on the growing trend of experiential tourism, offering visitors the opportunity to tour their facilities and learn about the distillation process. Another trend in the market is the increasing popularity of flavored spirits. Flavored spirits, such as fruit-infused vodka and spiced rum, have gained traction among consumers who are looking for unique and innovative flavors. This trend is driven by a desire for variety and experimentation, as well as the influence of global flavor trends.

Local special circumstances: The spirits market in Jordan is influenced by local regulations and cultural norms. The country has strict regulations on the sale and consumption of alcohol, with limited availability in certain areas. This has created a niche market for premium spirits, as consumers are willing to seek out and pay a premium for imported products that are not readily available. Additionally, the cultural norms in Jordan favor socializing and entertaining at home, leading to a higher demand for spirits for personal consumption.

Underlying macroeconomic factors: The growth of the spirits market in Jordan is also influenced by underlying macroeconomic factors. The country has experienced stable economic growth in recent years, leading to an increase in disposable income and consumer spending. This has allowed consumers to trade up to higher-priced spirits and explore new products and brands. Additionally, the growth of the tourism industry in Jordan has contributed to the demand for spirits, as visitors from around the world seek to experience the local culture and cuisine. In conclusion, the spirits market in Jordan is experiencing growth due to changing customer preferences towards premium and high-quality spirits, the rise of local craft distilleries, the popularity of flavored spirits, local special circumstances such as regulations and cultural norms, and underlying macroeconomic factors such as stable economic growth and the growth of the tourism industry.

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.