Middle East & Africa Alcoholic Beverage Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Middle East & Africa Alcoholic Beverage Market is Segmented by Product Type (Beer, Wine, and Spirits), Distribution Channel (On-trade and Off-trade), and Geography

Market Snapshot

iddle East & Africa Alcoholic Beverage Market
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 3.45 %

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Market Overview

The Middle East & African alcoholic beverage market is expected to register a CAGR of 3.45% over the forecast period, 2020-2025.

  • The key factor driving the growth of the alcoholic beverage market in the Middle East & African region is the increased consumption of alcohol across the young adult demographics. 
  • Witblits is a brandy made from grapes, usually by using the leftovers from the winery, and it is of great demand in Soth Africa. Similarly, Arrack is a distilled alcoholic drink, typically produced in the Indian subcontinent, and is famous across the Middle Eastern countries. Thus, the growing demand for traditional alcoholic beverage is likely to boost the growth of the market in the near future.
  • Conversely, the production of Mampoer in South Africa is strictly controlled by the government, due to its high strength. Thus, the market for this particular drink is anticipated to witness a retarded growth during the forecast period.

Scope of the Report

The Middle East & African alcoholic beverage market is segmented by product type, into beer, wine, and spirits. Based on the distribution channel, the market has been classified into on-trade and off-trade channels. The market is also diversified by geography, into Saudi Arabia, South Africa, and the rest of the Middle East & African region.

By Product Type
By Distribution Channel

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Key Market Trends

South Africa is the Largest Share Holder in the Regional Alcoholic Beverage Market

South Africa is the largest shareholder in terms of the consumption of alcoholic beverages in the region. This is primarily due to the influence of the colonial rule over the country in the past that has developed the interest of the people in consuming more of these beverages. Witblits and Moonshine are a part of the culture of South Africa. The former is a clear spirit that has been distilled in the Western Cape for years. Amarula is a cream liqueur from South Africa, made with sugar, cream and the fruit of the African marula tree which is also locally called the Elephant tree or the Marriage Tree. According to the World Health Organisation, South African consumers of alcohol are some of the heaviest drinkers globally and consume 28.9 litres of pure alcohol per capita of the drinking population. This is despite relatively high levels of abstinence in the population.

Middle East & Africa Alcoholic Beverage Market1

Increasing Demand for Spirits and Beer

The consumers in the Middle Eastern countries are well-to-do and have a higher buying power, due to the strong economy. The young population of the countries in the region is highly influenced by Western culture and has been adopting their habits and lifestyle lately. Due to this reason, the sales of beer and other spirits are elevating. Nevertheless, with the improving standards of living in South Africa, consumers can now afford better brands than before due to which the demand for foreign brands is increasing in the country. Therefore, the basic development of the society in the region along with improving per capita expenditure over time is expected to fuel the demand for alcoholic beverages in the region.

Middle East & Africa Alcoholic Beverage Market2

Competitive Landscape

The Middle East & African alcoholic beverage market is moderately fragmented, due to the presence of several private players involved in the processing of local spirits and wines. Amarula is a cream liqueur from South Africa is the need of the South African market and various manufacturers have been actively working to satiate the corresponding demand. Also, there is a similar demand for the local drinks in the Middle East region, apart from the products from globally renowned brands. Therefore, geographical expansion and mergers and acquisitions are being practiced by the major players to pump up their revenues, while the private players are focusing to continue producing the traditional beverages, along with the ones of western origins. 

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Beer

      2. 5.1.2 Wine

      3. 5.1.3 Spirits

    2. 5.2 By Distribution Channel

      1. 5.2.1 On-trade

      2. 5.2.2 Off-trade

    3. 5.3 Geography


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Diageo PLC

      2. 6.4.2 Heineken Holdings NV

      3. 6.4.3 Edward Snell & Co.

      4. 6.4.4 Pernod Ricard SA

      5. 6.4.5 Anheuser-Busch InBev

      6. 6.4.6 Suntory Beverage & Food Limited

      7. 6.4.7 Brown-Forman Corporation

      8. 6.4.8 Amarula

    5. *List Not Exhaustive

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Frequently Asked Questions

The Middle East & Africa Alcoholic Beverage Market market is studied from 2016 - 2026.

The Middle East & Africa Alcoholic Beverage Market is growing at a CAGR of 3.45% over the next 5 years.

Diageo PLC, Heineken Holdings NV, Edward Snell & Co., Pernod Ricard SA, Anheuser-Busch InBev are the major companies operating in Middle East & Africa Alcoholic Beverage Market.

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