Market Insights Consumer Alcoholic Drinks

Spirits - Northern Africa

Northern Africa

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$339.7m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$37.3m in 2024.
Revenue, combined amounts to US$377.0m in 2024.
The revenue, at home is expected to grow annually by 5.78% (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$1.30 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 27.8m L by 2024.
Volume, out-of-home is expected to amount to 1,874.0k L in 2024.
Volume, combined is expected to amount to 29.7m L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.4% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.11L 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 Northern Africa is experiencing significant growth and development in recent years. Customer preferences in Northern Africa are shifting towards premium and high-quality spirits. Consumers are becoming more discerning and are willing to pay a premium for spirits that are perceived to be of higher quality. This trend is driven by a growing middle class with higher disposable incomes and a desire for luxury and indulgence. As a result, there is an increasing demand for premium spirits such as whiskey, vodka, and rum. Trends in the market show that there is a growing interest in locally produced spirits. Northern Africa has a rich cultural heritage and consumers are increasingly seeking out spirits that are made using traditional methods and ingredients. This trend is driven by a desire for authenticity and a connection to local traditions and customs. As a result, there has been a rise in the production and consumption of traditional spirits such as arak and ouzo. Local special circumstances in Northern Africa also contribute to the development of the Spirits market. The region has a long history of alcohol consumption, with traditional spirits playing an important role in cultural and social gatherings. This cultural acceptance of alcohol consumption has created a favorable environment for the growth of the Spirits market. Additionally, the region's warm climate and tourism industry provide opportunities for the sale of spirits, particularly in popular tourist destinations. Underlying macroeconomic factors are also driving the development of the Spirits market in Northern Africa. Economic growth and rising incomes have led to an increase in consumer spending power, allowing more people to afford spirits. Additionally, urbanization and changing lifestyles have led to a shift in consumer preferences towards convenience and luxury goods, including spirits. These factors, combined with a growing population and increasing urbanization, are creating a favorable market environment for the Spirits industry in Northern Africa. In conclusion, the Spirits market in Northern Africa is experiencing growth and development due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards premium and high-quality spirits, growing interest in locally produced spirits, cultural acceptance of alcohol consumption, and favorable macroeconomic conditions are all contributing to the development of the market. As the region continues to develop and consumer preferences evolve, the Spirits market in Northern Africa is expected to continue its growth trajectory.

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.