Morocco’s alcoholic beverages industry is positioned for strong medium-term growth, with market value projected to increase from USD 3.4 billion in 2025 to USD 4.9 billion by 2030, reflecting a compound annual growth rate of 7.54%. This positive outlook is driven by structural demographic and economic trends, combined with a gradual liberalization of consumer behavior in key urban and coastal regions.
The continued expansion of Morocco’s urban centers—particularly along the Atlantic coastline—and the anticipated rebound in international tourism are expected to play a pivotal role in supporting demand. As inbound travel recovers, spending in hotels, bars, and restaurants is likely to increase, reinforcing on-premise consumption across major tourist hubs such as Casablanca, Marrakech, and Agadir. These cities not only benefit from a higher concentration of middle- and upper-income consumers but also exhibit a relatively greater degree of cultural acceptance of alcohol, allowing for broader category development and experimentation.
The premium segment is expected to gain traction, particularly among affluent urban professionals and international visitors seeking quality, provenance, and brand sophistication. However, near-term macroeconomic constraints are likely to temper the pace of expansion, especially in the early years of the forecast period. Rising unemployment, inflationary pressure, and declining household incomes are increasing consumer price sensitivity, prompting a shift toward lower-cost offerings, discount formats, and value-oriented private-label brands.
Retailers and producers will need to tailor their strategies accordingly, balancing affordability with aspirational positioning. Successfully navigating this dual-track environment—where both price-conscious and premium consumers coexist—will be essential to capturing growth opportunities and building brand resilience. As Morocco’s consumer base continues to evolve, supported by urbanization and exposure to global trends, the alcoholic beverages industry will need to adopt a segmented, data-informed approach to product development, distribution, and marketing in order to sustain its upward trajectory.
The report delivers a comprehensive dataset on the Morocco alcoholic beverages market, detailing annual market size and growth rates over the past six years, alongside projections through 2030. It offers an in-depth examination of market segments and subcategories, with a particular focus on evolving trends by product type, packaging type and distribution channel.
Report Highlights
This report presents a comprehensive dataset detailing the Morocco alcoholic beverages market size from 2020 to 2030, with metrics reported in (Liters/MAD/USD). It includes actual historical data from 2020 to 2024 and forward-looking projections through 2030, with CAGR analysis provided for both timeframes. The market is segmented by product type, packaging type and distribution channel, enabling granular assessment of growth performance. The comparative view of historical versus forecasted growth supports identification of high-potential submarkets and informs evidence-based strategic planning.
Beyond quantitative indicators, the report provides qualitative insights into emerging market dynamics. Drawing on expert interviews and macroeconomic context, it analyzes the underlying causes of market expansion and contraction. Evolving consumer preferences, and environmental regulations are examined as structural forces shaping the competitive landscape. The report also highlights fast-growing sub-segments and untapped innovation-driven opportunities across the value chain.
A competitive benchmarking section tracks market share movements and brand positioning among key players from 2020-2024. The report maps consolidation trends, share shifts, and differentiation strategies, equipping stakeholders with actionable insights for portfolio optimization and long-term planning.
Market Segmentation
The Morocco alcoholic beverages market is categorized into the following segments:
Product type – e.g., beer (lager, low and non-alcoholic beer), RTDs, spirits (brandy, liqueurs, rum, tequila and mezcal, whiskey, white spirits, others), wine (fortified wine, non alcoholic wine, sparkling wine, still wine)
Packaging type – e.g., glass bottles, metal cans, paper container, PET bottles, others
Distribution channel – e.g., bars and HoReCa, convenience stores, food and drinks stores, hypermarkets, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Updated market share data for major industry players in Morocco alcoholic beverages market is included in the report, providing a snapshot of current competitive alignment. Key players covered include:
AB InBev
Bacardi Limited
Carlsberg A/S
Castel Group
Chai Andrieux Sarl
Diageo plc
Ebertec SA
GRIGER Distribution SARL
Groupe Kabbaj
Heineken N.V.
Hijos de Rivera, S.A.
KRALSKA Str
La Ferme Rouge SARL
Les Celliers De Meknes SA
Pernod Ricard Group
S.A. Damm
San Miguel Corporation
Slaur Sardet SAS
Somardis S.A.
Swinkels Family Breweries N.V.
United Dutch Breweries B.V.
William Grant & Sons Ltd.
This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.
Why Choose This Report?
Access accurate and up-to-date market size data for the Morocco alcoholic beverages sector.
Obtain granular insights across key segments, including product type, packaging type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Morocco Alcoholic Beverages Market – Product Type Analysis
Morocco Alcoholic Beverages Market – Packaging Type Analysis
Morocco Alcoholic Beverages Market – Distribution Channel Analysis
Company Shares Analysis
AB InBev
Bacardi Limited
Carlsberg A/S
Castel Group
Chai Andrieux Sarl
Diageo plc
Ebertec SA
GRIGER Distribution SARL
Groupe Kabbaj
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Morocco Alcoholic Beverages Market 2020-2030
Chart Morocco Alcoholic Beverages Market, Net Growth, 2020-2030
Chart Morocco Alcoholic Beverages Market, Growth Rates, 2020-2030
Table Morocco Alcoholic Beverages Market by Product Type, 2020-2030
Chart Morocco Alcoholic Beverages Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Morocco Alcoholic Beverages Market by Product Type, 2020-2030
Table Morocco Alcoholic Beverages Market by Packaging Type, 2020-2030
Chart Morocco Alcoholic Beverages Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Morocco Alcoholic Beverages Market by Packaging Type, 2020-2030
Table Morocco Alcoholic Beverages Market by Distribution Channel, 2020-2030
Chart Morocco Alcoholic Beverages Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Morocco Alcoholic Beverages Market by Distribution Channel, 2020-2030
Table Morocco Alcoholic Beverages Market Share (%), by Companies, 2020-2024
Chart Morocco Alcoholic Beverages Market, by Companies, 2024
Table Morocco Alcoholic Beverages Market Share (%), by Brands, 2020-2024
Chart Morocco Alcoholic Beverages Market, by Brands, 2024
Table Morocco – Population (Millions) and Forecast
Table Morocco – Consumer Price Index (CPI) and Forecast
Table Morocco – Gross Domestic Product and Forecast
Table Morocco Alcoholic Beverages Market: Spend as a Proportion of GDP (%)
Table Morocco Alcoholic Beverages Market: Consumption per Capita (Population)